Temu captures American consumers! Attract this group to place crazy orders

Recently, there was news that Temu has opened two new sites - Brazil and Taiwan. With the frequent news of the opening of new sites, Temu can be regarded as one of the fastest-growing e-commerce platforms overseas.

Take the United States as an example. Despite constant complaints from consumers, Temu is still popular. Data shows that its website traffic increased by 700% in 2023, making it one of the fastest growing websites in the United States last year.

In its first year of operation in the U.S., Temu’s largest consumer groups were Generation X and baby boomers, not Generation Z, according to an analysis of credit card data from 6.5 million shoppers by Chicago research firm Attain.

Data shows that the average number of orders placed by Generation Z on Temu in 2023 will reach 2.6; the average number of orders placed by millennial shoppers will be 3.3; the average number of orders placed by Generation X shoppers will be 4.5; and the average number of orders placed by baby boomers shoppers will be the highest, reaching 5.6. This means that among the people who shop on Temu, the average number of orders placed by baby boomers is twice that of Generation Z consumers.

It should be noted that this conclusion does not mean that Temu users are older, but that older consumers repurchase more frequently and spend more overall. However, Attain did not provide demographic data for Temu's overall shoppers.

So why do Gen Xers and Baby Boomers love this site so much?

Attain chief executive Brian Mandelbaum said Temu had a diverse product mix that appealed to sophisticated shoppers who liked variety and discounts.

A U.S. professor who studies consumer culture said that it may be that the elderly are not yet experienced in online shopping, so they are attracted by the roulette-style discounts and other gamified discounts when Temu opens the page.

However, users' response does not seem to be the case. A small-scale media survey showed that 125 consumers from Generation X and Baby Boomers expressed their feelings about Temu, and their love for Temu almost all came from the same reason: price.

Moreover, these people rejected the appeal of the roulette-style discounts mentioned by the professor above, and most of them said that they turned a blind eye to this "annoying roulette."

In addition, many people said they would buy items on Temu that they previously purchased on Amazon, and many people said they liked Temu because of the whimsy of browsing the platform, which is something they had previously seen in Bed Bath & Beyond and late-night TV commercials.

Temu

USA

User Profile