{"id":195008,"date":"2024-09-11T17:05:30","date_gmt":"2024-09-11T17:05:30","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=195008"},"modified":"2025-01-21T15:15:55","modified_gmt":"2025-01-21T15:15:55","slug":"app-ecommerce-temu-gains-on-amazon","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/app-ecommerce-temu-gains-on-amazon\/","title":{"rendered":"Temu Gains on Amazon in App Ecommerce, Becomes #2 Web Marketplace"},"content":{"rendered":"<h2>No ecommerce company comes close to Amazon on the web, but in mobile app engagement Temu is catching up<\/h2>\n<p>Temu\u2019s mobile-first ecommerce strategy is paying off in the US, UK, and worldwide as it continues to gain on Amazon by the <a href=\"https:\/\/www.similarweb.com\/app\/\">measure of app user engagement<\/a>.<\/p>\n<p>Whether the company is translating that engagement proportionally into revenue is a different question \u2013 rivals like Shein have accused Temu of <a href=\"https:\/\/www.cnbc.com\/2024\/08\/20\/shein-sues-temu-over-copyright-infringement-trade-secret-theft.html\">unfair competitive strategies that include losing money on every sale<\/a>. Yet Temu has succeeded in getting consumers in the US, UK, and worldwide to treat it as the discount store in their pocket that they engage with on a monthly basis.<\/p>\n<h2>Key takeaways<\/h2>\n<ul>\n<li>In the US, the Temu app had 185.6 million monthly active users (MAUs) in August, compared with 237.6M for Amazon, according to Similarweb estimates for iOS and Android combined. While that\u2019s still a difference of more than 50 million, Temu has narrowed Amazon\u2019s lead by more than 30 million over the past year.<\/li>\n<li>In August, temu.com became the #2 website in <a href=\"https:\/\/www.similarweb.com\/top-websites\/united-states\/e-commerce-and-shopping\/marketplace\/\">Similarweb&#8217;s ecommerce marketplace rankings<\/a>, attracting 684.4M visits worldwide. That puts it ahead of EBay, with 630.1M visits, and other major retailers. In the US, Temu is the #6 marketplace.<\/li>\n<li>However, Amazon\u2019s dominance is much clearer on the web, where amazon.com attracted 2.7 billion visits worldwide in August &#8212; and that doesn\u2019t even count the traffic to Amazon\u2019s country-specific domains like amazon.co.uk.<\/li>\n<li><a href=\"https:\/\/www.similarweb.com\/app\/google\/com.einnovation.temu\/\">Temu\u2019s US app user count<\/a> was up 34% year-over-year (YoY) in August. Based on estimates for Android, monthly usage was up 145% worldwide.<\/li>\n<li>In the UK, combined iOS and Android MAUs for Temu were up 16.3% YoY in August. Shein\u2019s app grew users faster, 41%.<\/li>\n<li>In the UK,, Amazon, Shein, and Temu are close rivals by MAUs at 15.8M for Amazon, 13.1M for Temu, and 9.6M for Shein.<\/li>\n<\/ul>\n<h2>Temu\u2019s upward trajectory in app engagement<\/h2>\n<p>Temu\u2019s rapid ascent in-app engagement began in 2023 but has continued this year. Here is the comparison for the US, MAUs for iOS and Android combined.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-195014 size-large\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us-1024x633.png\" alt=\"iOS and Android monthly active users, US, for Amazon Shopping and Temu\" width=\"1024\" height=\"633\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us-1024x633.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us-300x186.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us-768x475.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us-512x317.png 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/image2-apps-us.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Amazon is in the lead, but Temu is ahead of most app commerce competitors.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-195009 size-large\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-1024x475.png\" alt=\"Amazon is leading the ecommerce and shopping category\" width=\"1024\" height=\"475\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-1024x475.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-300x139.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-768x356.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-1536x713.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us-512x238.png 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-mau-us.png 1599w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Similar picture in the UK, albeit with Shein close behind Temu<\/h2>\n<p>Temu has had a similar rapid ascent in the UK, closing in on Amazon as the <a href=\"https:\/\/www.similarweb.com\/top-apps\/google\/shopping\/\">most used mobile commerce player<\/a>. Cost of living stresses in the UK have fueled the rise of Temu, with its aggressively low prices.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-195015\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-in-the-UK.png\" alt=\"Amazon, Temu, and Shein apps in the UK, monthly active users for iOS and Android\" width=\"600\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-in-the-UK.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-in-the-UK-300x186.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-in-the-UK-512x317.png 512w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Although our worldwide estimates are limited to Android, they show a similar pattern of growth for Temu on a global basis. Android monthly active users were up 144.5% YoY in August.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-195023\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-App-Userage-Worldwide.png\" alt=\"Amazon, Temu, Shein app usage worldwide\" width=\"600\" height=\"371\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-App-Userage-Worldwide.png 600w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-App-Userage-Worldwide-300x186.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/Amazon-Temu-and-Shein-App-Userage-Worldwide-512x317.png 512w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2>Amazon is much farther ahead on the web, where Temu\u2019s impact is smaller<\/h2>\n<p>Temu doesn\u2019t look like nearly as much of a threat to Amazon in terms of <a href=\"https:\/\/www.similarweb.com\/website\/\">web traffic<\/a>. The comparison below is with amazon.com, not even counting country-specific domains like amazon.co.uk. However, Temu is now the #2 ecommerce marketplace by web commerce worldwide. August\u2019s <a href=\"https:\/\/www.similarweb.com\/website\/temu.com\/\">web traffic to temu.com<\/a> was up nearly 145% year-over-year (YoY) worldwide (meaning it more than doubled).<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-195011 size-large\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-1024x475.png\" alt=\"Amazon outpaces Temu\" width=\"1024\" height=\"475\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-1024x475.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-300x139.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-768x356.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-1536x713.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide-512x238.png 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/ecomm-worldwide.png 1599w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Temu\u2019s August web traffic was actually down 24% YoY in the UK, although overall the trend has been upward. Temu and Shein are more closely matched by web traffic in the UK, although both are far behind Amazon.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-195013 size-large\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web-1024x633.png\" alt=\"Temu vs Shein - Web visits\" width=\"1024\" height=\"633\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web-1024x633.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web-300x186.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web-768x475.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web-512x317.png 512w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2024\/09\/UK-temu-shein-web.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h2>Temu\u2019s focus on mobile commerce pays dividends<\/h2>\n<p>While Temu customers can buy on the web, the company heavily incentivizes usage of its mobile app, using gamification techniques to drive user engagement. That strategy has made Temu one of the most loved ecommerce apps.<\/p>\n<p><i>The Similarweb Insights &amp; Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to <\/i><a href=\"mailto:press@similarweb.com\"><i>press@similarweb.com<\/i><\/a><i>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or <\/i><a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\"><i>similarweb.com\/blog\/insights\/<\/i><\/a><i>.<\/i><\/p>\n<p><b>Contact: <\/b>For more information, please write to <a href=\"mailto:press@similarweb.com\">press@similarweb.com<\/a>.<\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><b>Methodology<\/b><\/a><\/p>\n<p><b>Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners.<\/b> The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No ecommerce company comes close to Amazon on the web, but in mobile app engagement Temu is catching up Temu\u2019s mobile-first ecommerce strategy is paying off in the US, UK, and worldwide as it continues to gain on Amazon by the measure of app user engagement. Whether the company is translating that engagement proportionally into [&hellip;]<\/p>\n","protected":false},"author":441,"featured_media":195019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8272,7892],"tags":[],"class_list":["post-195008","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-news","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Temu Gains on Amazon in App Ecommerce, Becomes #2 Web Marketplace | Similarweb<\/title>\n<meta name=\"description\" content=\"Discover how Temu is challenging Amazon in the eCommerce space. Explore insights on its rapid growth and impact on the online shopping landscape!\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/app-ecommerce-temu-gains-on-amazon\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David F. Carr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/app-ecommerce-temu-gains-on-amazon\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/ecommerce-news\/app-ecommerce-temu-gains-on-amazon\/\"},\"author\":{\"name\":\"David F. 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