Capsule · The news app for modern leaders

Trends and Insights

Download
illustration image for the article
25 Jan 2024

E-commerce App Temu Captivates Boomers and Gen X

Temu, the Chinese e-commerce platform, is gaining traction in the US with its targeting of Baby Boomers and Generation X as customers. These groups are making [more frequent and higher value purchases](https://www.bloomberg.com/news/articles/2024-01-23/temu-s-most-loyal-shoppers-are-actually-boomers-and-gen-xers) compared to younger users. With over 100 million downloads since its late 2022 launch, Temu has invested heavily in marketing, spending over [$500 million](https://www.modernretail.co/marketing/ive-never-seen-anything-like-this-temus-ad-spend-soars-as-it-embarks-on-a-marketing-blitz/) in the last four months of 2023 alone, presenting Amazon with new competition.