Over the course of 2023, we’ve seen interest in Temu turn from a whisper to a roar. Since the beginning of the year, we’ve ran numerous surveys covering the Chinese ecommerce platform and have seen adoption rise dramatically. Although engagement has stabilized over the past few months, the dichotomy of Temu customers has become clearer: regular consumers that enjoy the platform’s affordability. The consumer base tends to swing towards younger demographics, skews female, and use the site for clothing purchases more than anything else. While adoption has increased, many current Temu consumers do not view the platform as a replacement for other platforms that they use. The appeal of Temu varies within the real of eCommerce, with some shoppers choosing to remain loyal to the legacy websites such as Amazon, Walmart, and Target. There is lots of cross-over among customer bases, specifically with companies like Zara, Gap, Burlington, H&M, and TJ Maxx.
by Bespoke Intel | Dec 27, 2023