From zero to hero: After 18 months, 90 per cent of Americans know Temu name

Kaycee Enerva

17th Apr 2024

E-commerce marketplace Temu has become a household name in the US in just 18 months, potentially setting a new benchmark for the industry.

Temu is an online marketplace run by China’s PDD Holdings, offering heavily discounted consumer goods shipped mostly from China.

According to a recent study by YouGov, nearly 90 per cent of Americans are now aware of the brand, a feat that other major brands usually achieve in five to 10 years. 

The survey also highlights that 44 per cent of consumers aware of the company have purchased from the platform, indicating the successful conversion of brand awareness into sales.

Women are more likely to be aware of Temu than men, with 95 per cent of women and 80 per cent of men having heard of the platform.

The research further suggests that the brand’s advertising strategies played a significant role in creating brand awareness, with 52 per cent of Americans attributing their knowledge of the brand to its advertising on social media platforms such as Meta and its Super Bowl commercials last year and this year.

Meanwhile, 20 per cent of respondents discovered the marketplace through recommendations from friends and family.

The report also said that customers are more likely to make a repeat purchase than not, with 24 per cent of respondents who are aware of the platform saying that they are likely to buy from the brand again, compared to only 15 per cent who said they are unlikely to make another purchase.

YouGov is a global market research company that polled a representative sample of 700 US adults ranging from 18 to 65+ years old for this survey between March 27 and 28 this year.