Chinese platform Temu topped US app download rankings in early April, a spot it held since January, but its rapid rise comes as platforms with links to China face growing scrutiny and when a ban on youth favorite TikTok appears increasingly inevitable.
Based out of a Boston office block, Temu’s out-of-the-blue success makes it the second Chinese-made shopping app — after Gen Z darling Shein — to make a splash in America in recent years.
Fueling the frenzy were Temu’s commercial spots during the Super Bowl in February that asked more than 100 million US viewers to “shop like a billionaire.” This allows Temu to tap China’s strengths in producing apparel in greater varieties with greater flexibility — all while qualifying for US waivers on import duties for lower value shipments, Lu said.
“Shein has utilized data collected from its apps and other social media channels to gain insights into consumers’ shopping habits and lifestyles, enabling the company to offer in-demand items,” he added.But the ascent of Chinese apps have been accompanied by scrutiny that Temu may too have to grapple with.
“Additionally, similar to the case of TikTok, Shein and Temu’s rapid expansion in the US has resulted in the collection of vast amounts of personal data from American consumers,” said Lu of the University of Delaware.
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