In less than two years, the Chinese e-commerce app Temu has become the most downloaded app in the English-speaking world, thanks to a hyper-aggressive marketing campaign costing over $5 billion since its launch in September 2022. A 2024 Super Bowl ad urged viewers to “shop like a billionaire” on the platform, which promises to be an “everything store”.
Temu offers a vast array of products, from cheap shoes and toys to bizarre items like shower caps for a single ear and headlights for shoes. Countless items are listed for under £1, with the company reportedly operating at a loss of roughly $30 per order to fuel growth at an unprecedented rate for an online retailer.
The app gamifies shopping with lightning deals, countdown timers, and virtual spinning wheels, creating a “treasure hunt” experience. According to Dr Shasha Wang of Queensland University of Technology, Temu caters to consumers’ emotional needs during a time of global inflation, overlaying the shopping experience with the idea of “shopping like a billionaire”.
Temu’s popularity has left rivals scrambling. Last month, Amazon reportedly held a private meeting to unveil a discount shopping app following the same model, although Amazon has not confirmed this. A spokesperson said the company is “exploring new ways to work with our selling partners to delight our customers with more selection, lower prices, and greater convenience”.
However, Temu’s success has been marred by controversy. An investigation by Which? last November alleged illegal weapons such as folding knives and batons were sold on the platform. Three months later, Which? warned that electric heaters sold on Temu could explode, cause electric shocks, or start house fires. Sue Davies, head of consumer protection policy at Which?, said, “Problems with dangerous products are only going to get worse if new tech giants like Temu continue to be held to weaker standards than high street retailers.”
Temu has removed the unsafe heaters and claims to employ a “comprehensive approach to vetting the sellers and products”, requiring essential documents before listings go live. For some, Temu fills a market gap; for others, it represents peak consumerism. One Reddit user wrote after viewing Temu’s Super Bowl ad: “It gives me ick for reasons I couldn’t describe.”
