Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

A Reality Check for Temu

Growth is slowing, competition is getting intense and regulators have the fast-fashion retailer in their sights. But despite investor panic over its prospects, Temu remains an e-commerce powerhouse — one that Western competitors must continue to watch.
Temu, Shein and Amazon apps on a phone.
Temu occupies 0.73 percent of total US online market share as of August, according to Consumer Edge. That’s just barely above its market share as of November 2023, at 0.71 percent. (Shutterstock)

During its rapid ascent to the top of the global fast-fashion food chain, Temu looked like the perfect hedge for its Chinese owner, PDD Holdings, against a weak domestic economy.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Temu’s Ad Blitz Is Working

Spending data shows millions of consumers are shopping on the Chinese app after seeing its ubiquitous marketing. Worryingly for competitors, customers appear to like what they’re seeing.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.


The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?


The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON