A poll shows that Temu, Shein and Aliexpress attract millions of American customers, despite the fact that the vast majority initially do not trust these Chinese online retailers.
A recent survey of 4,000 people across the US, UK, Canada and Australia by e-commerce marketing company Omnisend found that Chinese marketplaces are growing in popularity.
The findings show that 60% of respondents have shopped at Chinese online retailers in the past year, and 50% have shopped at more than one. In terms of awareness, 72% of respondents know Temu and 55% are aware of Shein.
The research found that 48% of online shoppers have purchased items from Temu, 42% from Shein and 28% from AliExpress. Popular items include adult clothing from Shein (57%), homeware from Temu (35%) and accessories and beauty products from AliExpress (23%).
Distrust towards Temu
Although 94% of respondents said they don’t trust Temu, they still shop there. This is despite the fact that Temu and Shein were recently caught mishandling customer data. This surprising behavior shows that despite strong doubts about trust, many American shoppers are still attracted to Chinese online retailers for their low prices and wide selection.
Greg Zakowicz, a senior ecommerce expert at Omnisend, commented on Temu’s rapid consumer adoption: “It’s been less than two years since Temu launched in the US, but it’s showing a level of consumer awareness that rivals platforms like Amazon, which have been building their presence for decades.”
When comparing experiences, respondents gave Amazon an average score of 8.1 out of 10, praising its quality (59%), fast delivery (58%) and ease of purchase (52%). Temu, on the other hand, received a lower score of 6.8 out of 10, with common complaints about poor quality (33%), long delivery times (26%) and excessive advertising (18%). Despite this, 53% like Temu because of the quality of its products, 33% because of its wide range and 31% because of the ease of buying online.
The research also found that Amazon is the preferred choice for buying clothing, electronics and household items. Despite Temu’s popularity for its lower prices, it is less popular for electronics but remains a go-to for affordable clothing and household items.
“Our research showed that consumers still find Amazon’s prices fair, even though Temu’s prices are much lower. This means they understand that they have to pay a little more for better quality or service. However, competing with Chinese marketplaces can be much more complicated for smaller brands with their own e-commerce stores,” Zakowicz added.