Commercial collaboration
Auwald Bio, once a small organic retailer in Upper Bavaria, is reaching new customers through Temu, connecting with shoppers who might never step into a specialty organic store but are open to discovering something new online.
With a curated selection of products, including organic muesli, natural hair dyes and selected Demeter-certified products, Auwald Bio began selling on Temu in mid-2025 to expand beyond its traditional customer base and make premium organic goods more accessible to consumers.
“Organic should not be a niche privilege,” said Marc Rummel, managing director at Auwald Bio. “Through our presence on Temu, we can reach more people and still convey our brand message clearly, and that works better than expected on the platform.”
Founded in 2018 as a small organic grocery retailer with only a limited online presence, Auwald Bio was acquired in 2023 by products & more GmbH. In its early days, some customers even placed their orders by phone, reflecting the close, personal connections the brand built with its community before embracing online channels.
Under new ownership, the brand expanded its range of EU and Demeter-certified goods, strengthened its sustainability practices, refreshed its design, and grew its customer base in Germany and Austria.
Its assortment now spans organic food staples, natural cosmetics, plant-based supplements, and sustainable household items, all shipped from its Geretsried warehouse using plastic-free materials whenever possible.
Auwald Bio’s decision to sell on Temu was based in part on the platform’s users, many of whom are open to trying organic food. An Ipsos survey found that 29% of Temu shoppers in Germany are willing to try new products on the platform, providing an opportunity for brands like Auwald Bio to connect with first-time organic buyers.
Germany remains one of Europe’s largest organic markets, generating €16.99 billion in sales in 2024, according to the Thünen Institute via the Federal Ministry of Agriculture and Food. The scale of this market underpins Auwald Bio’s strategy to reach a broader customer base through online channels like Temu.
“Within the first four weeks, our Temu store fulfilled more than 800 orders,” Schuster said. “About one-third of those came from people who had never purchased from us before, and many discovered us while browsing rather than searching for a specific product.”
He said the onboarding support from Temu had exceeded expectations, with the team providing fast, practical feedback on product title optimization to improve mobile user experience. He described the experience as “outstanding compared with other marketplaces” and credited the platform with helping Auwald Bio attract new customers.
Such results come amid Temu’s broader push to expand its local operations across Europe. In the past year, the marketplace has opened to sellers in more than 20 countries and set a target for up to 80% of its regional sales to come from local merchants and fulfilment. Its model offers a low-cost, high-visibility environment that promotes sellers delivering strong value and service while giving consumers a wider range of choices.
Auwald Bio has built its reputation on regional sourcing and environmentally friendly packaging. Customers often praise the quality of its products, thoughtful presentation, and personal service. The company holds a 4.9 out of 5 rating on Trustpilot, based on more than 1,000 reviews. On Temu, it has already collected over 100 five-star reviews.
Building on this reputation, the brand plans to expand its Temu range to include more natural cosmetics, herbal remedies, and plastic-free household goods. “Features such as organic product labels and clearer brand presentation could help sustainability-focused brands stand out even further on Temu,” Schuster said.
“Our mission at Auwald Bio is to build bridges,” he said. He sees Temu as a way to connect with people who might never have had access to genuine organic products before, and believes that’s how the brand can make a lasting difference.
References
- Temu. (2025). Seller center Europe. Temu. https://seller-eu.temu.com/
- Ipsos. (2023, December 18). Getting value for their money is key for online shoppers. Ipsos. https://www.ipsos.com/en-us/getting-value-their-money-key-online-shoppers-3
- Thünen Institute. (2024). Aktuelle Trends der deutschen Ökobranche. Johann Heinrich von Thünen-Institut. https://www.thuenen.de/en/thuenen-topics/organic-farming/aktuelle-trends-der-deutschen-oekobranche
- YouTube. (2025). Temu seller success story: Auwald Bio [Video]. YouTube. https://www.youtube.com/watch?v=pj5TgI_tgqw
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