Temu, the emerging Chinese e-commerce platform | Its number of users and user persona comparing with SHEIN

Temu, the emerging Chinese e-commerce platform | Its number of users and user persona comparing with SHEIN

Following the popularity of “SHEIN,” the Chinese e-commerce company “Temu” continues to grow its recognition. It began its service in Japan in July 2023, but what kind of people are Temu’s first users? We will research the actual usage surrounding the website and app while comparing it with that of SHEIN.


The #1 trending website! About Temu, an emerging e-commerce website from China

Temu is an e-commerce service operated by Chinese company Pinduoduo Inc.
Using the “Trend Analysis” function on “Dockpit,” a tool that can analyze consumers' online behavior, we found that it was ranked no. 1 for websites that have been trending for six consecutive months, and it appears that it is truly taking over the market with unprecedented force.

Trending websites (6-month growth)
Period: November 2023
Device: PC

The concept is “Shop Like a Billionaire,” and it can be used both on the website and in the app.

According to its official website,

・Free shipping on all orders
・Free returns within 90 days
・Delivery time: 5-20 days

In fact, for being an overseas e-commerce service, it seems that the delivery of the products is very quick in many cases.

What makes Temu unique is its pricing.
When you open the "Best Sellers" page, you will find handheld cleaners and blenders on sale for around JPY 1,000 (as of December 14, 2023).

Even on X (formerly Twitter), you can see posts describing Temu as “inexpensive” and “fast.”

Material from X (formerly Twitter) translated by VALUES

Material from X (formerly Twitter) translated by VALUES

On the other hand, there are also opinions that “It makes me worry because it is so inexpensive.”

Material from X (formerly Twitter) translated by VALUES

Temu's strength also seems to be its wide selection of products.
If you look at the product categories on the official website, you will see that there are a variety of products listed as shown below.

From “Categories” from the official “Temu” website
Material from Temu translated by VALUES

Continuing to grow the number of users through an aggressive display advertising strategy

Now, let's take a closer look at the actual usage surrounding Temu.

Looking at the changes in the number of users based on the sum of visitors to the official website and users of the official app, the number of users has been increasing since the service was made available in Japan starting July 2023 and has reached 24.6 million in November of the same year.

Changes in the number of “Temu” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

In particular, in August 2023, when recognition rapidly increased, Temu actively placed display advertisements, and the number of visitors to the website from organic searches increased, perhaps because users who saw the service in the advertisements became curious, prompting a search.

“Temu” official website traffic source (based on number of sessions)
Period: December 2022 - November 2023
Device: PC

Higher percentage of male and older users than SHEIN

Next, we will clarify Temu's user persona by comparing it with that of “SHEIN,” which also gained explosive recognition by selling its “super low-priced” brand.
In addition, MANAMINA has previously published articles regarding SHEIN, so please take a look at it for reference.

The innovative business model that took SHEIN to the top of the fast fashion industry

https://manamina.valuesccg.com/articles/1910

COVID-19 impacted the fashion industry, contributing to temporary, yet prolonged, closures of shopping centers. Despite tough circumstances, SHEIN, an apparel brand established in China in 2021, continued to grow rapidly. We used VALUES' web behavior analytics tool, Dockpit, to understand SHEIN's strengths.

First, let's look at the ratio of male and female users.
SHEIN has a high female ratio of approximately 70%, while Temu’s users are approximately half male and half female, indicating that it is used evenly by men and women.

Male to female ratio of “Temu” and “SHEIN” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

Looking at the age group ratio, SHEIN has a higher proportion of users in their 20s and 30s compared to the overall Internet users, while Temu has a higher proportion of users in their 50s and 60s.

Age group ratio of “Temu” and “SHEIN” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

This shows that although Temu is a new service, not all young people, who are known to like new things and be innovators, are using it. SHEIN is often used by young women who want to try out various cosmetics, fashion items, and stylish miscellaneous goods at low prices, but Temu may have a different target customer. We will dig deeper into the user interests later in this article.

Looking at each user's marital status and whether they have children or not, it can be seen that Temu has a slightly higher percentage of married users and a higher percentage of users with children compared to SHEIN, perhaps because the age group among users is older.

Marital status of “Temu” and “SHEIN” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

Whether “Temu” or “SHEIN” users have children: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

On the other hand, there is no big difference in the annual household income among users, with both Temu and SHEIN having a large number of its users earning less than 4 million yen. Due to its "super low-priced" characteristics, users with lower disposable income who are mindful about saving may have the highest interest.

Annual household income of “Temu” and “SHEIN” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone

SHEIN sells cosmetics and fashion-related products, and Temu sells digital devices and home appliances.

User interests

Next, let's further analyze both Temu and SHEIN users to better understand them.
We will use VALUES’ analytics tool “story bank” (Japanese only), which uses online behavioral data and survey data to aggregate the movements and attributes of target users before and after a specific online behavior.

First, we aggregated the topics SHEIN users are interested in on a daily basis. As you can see from the image above, there is particularly high interest in topics such as fashion, cosmetics, and hair care / hair salons. The interior decor, accessories, and diet products also seem to have a high affinity with users.

Interests among “SHEIN” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone
*Displays only 0 points or more.
*The horizontal axis is the feature value, and the vertical axis is the reach rate. The further you go to the upper right, the higher interest the user has.

On the other hand, Temu users’ interest in “computers” is particularly and obviously high. In addition, digital devices, healthcare products, gardening supplies, car supplies, etc. may start to become product categories that will be easier to find on e-commerce.

Interests among “Temu” users: website visitors + app users
Period: December 2022 - November 2023
Devices: PC & Smartphone
*Displays only 0 points or more.
*The horizontal axis is the feature value, and the vertical axis is the reach rate. The further you go to the upper right, the higher interest the user has.

What are the most popular products at Temu?

Lastly, let's take a look at which pages are actually viewed the most on Temu's website.

At the top of the list of popular content are pages such as the top page, coupons, terms of use, privacy policy, and the support center. Many users may be concerned and skeptical since it is an e-commerce service that originates from overseas and the fact that it is almost unbelievably cheap.

Frequently viewed pages on the “Temu” website
Period: December 2022 - November 2023
Devices: PC & Smartphone

Product pages rank from 30th place onwards. Products include computer cases, air fryers (cooking appliances that allow you to fry foods without using oil), bags, glass rinsers, portable air conditioners, sponge holders, mini dollhouse kits, portable massage machines, car battery chargers, alarm clocks, and waterproof jackets. Categories such as home appliances and household goods seem to be popular.

A glass rinser is a product in the image below which allows you to easily clean glasses, mugs, water bottles, etc.

Example of "glass rinser"

Frequently viewed pages on the “Temu” website
Period: December 2022 - November 2023
Devices: PC & Smartphone

This may be because people want to try out home appliances for a lower price on Temu that would otherwise be expensive to purchase elsewhere.

What do you think of the user analysis comparing Temu and SHEIN users?
Although both are China's e-commerce websites that sell products at extremely low prices, it appears that their users are quite different.

In the case of SHEIN, it seems that “SHEIN Haul” videos posted on YouTube has greatly contributed to spreading awareness regarding its service, but Temu may gain even more popularity and recognition in the future. Already, there are creators that are highly sensitive to information who are sharing “I tried shopping at Temu” videos, and this video has become popular content with 1.06 million views (as of December 14, 2023).

Material from YouTube translated by VALUES

There are influencers who try it out early on and give honest reviews to address concerns among people who are “worried that it is too cheap and it might not actually arrive” or wondering if it “is safe to use since it is a service from overseas.” Therefore, the number of consumers who will be encouraged to use the service may increase in the future.

Will the number of Temu users continue to increase in the future? And will user personas change as usage spreads to the majority?
We will continue to follow Temu and its business.

About Dockpit

▼Data from Dockpit was used in this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.

dockpit Get free version

※日本語での記事はこちらをご確認ください

急拡大の中国新興EC「Temu」、日本上陸後の利用者数やユーザー像は?SHEINと比較調査

https://manamina.valuesccg.com/articles/3049

2022年、人気に火が付いた「SHEIN(シーイン)」に続き、大規模な認知拡大を続ける中国発のEC「Temu(ティームー)」。日本では2023年7月にサービスが開始されましたが、いち早くTemuを利用しているユーザーはどのような人々なのでしょうか。SHEINと比較しながら、サイトとアプリの利用実態を調査していきます。

この記事のライター

Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.

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