{"id":17823,"date":"2023-01-23T21:53:31","date_gmt":"2023-01-23T21:53:31","guid":{"rendered":"https:\/\/scienceandnerds.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/"},"modified":"2023-01-23T21:53:34","modified_gmt":"2023-01-23T21:53:34","slug":"shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store","status":"publish","type":"post","link":"https:\/\/scienceandnerds.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/","title":{"rendered":"Shopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store"},"content":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/<\/a><\/br>
\nShopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store<\/br>
\n2023-01-23 21:53:31<\/br><\/p>\n

\n

Temu<\/a>, a shopping app from Chinese e-commerce giant Pinduoduo, is having quite the run as the No. 1 app on the U.S. app stores. The mobile shopping app hit the top spot on the U.S. App Store in September<\/a> and has continued to hold a highly-ranked position in the months that followed, including as the No. 1 free app on Google Play since December 29, 2022. More recently, Temu again snagged the No. 1 position again on the iOS App Store on January 3 and hasn\u2019t dropped since \u2014 even outpacing competitor Shein\u2019s daily installs in the U.S.<\/p>\n

Offering cheap factory-to-consumer goods, Temu provides access to a wide range of products, including fast fashion, and pushes users to share the app with friends in exchange for free products, which may account for some of its growth. However, the large majority of its new installs come from Temu\u2019s marketing spend, it seems.<\/p>\n

When TechCrunch covered Temu\u2019s rise<\/a> in November, the app had then seen a little more than 5 million installs in the U.S., according to data from app intelligence firm Sensor Tower, making the U.S. its largest market. Now, the firm says the app has seen 5 million U.S. installs this January alone, up 19% from 4.2 million in the prior 22 days from December 10 through December 31.<\/p>\n

According to Sensor Tower estimates, Temu has managed to achieve a total of 19 million lifetime installs across the U.S. App Store and Google Play, more than 18 million of which came from the U.S.<\/p>\n

The growth now sees Temu outpacing rival Shein in terms of daily installs. In October, Temu was averaging around 43,000 daily installs in the U.S., the firm said, while Shein averaged about 62,000. In November, Temu\u2019s average daily installs grew to 185,000 while Shein\u2019s climbed to 70,000 and last month, Temu averaged 187,000 installs while Shein saw about 62,000.<\/p>\n

The shopping app\u2019s fast rise recalls how the video entertainment platform TikTok grew to become the most downloaded app<\/a> worldwide in 2021, after years of outsized growth. The video app topped<\/a> 2 billion lifetime downloads by 2020, including sister app Douyin in China, Sensor Tower said. Combined, the TikTok apps have now reached 4.1 billion installs.<\/p>\n

Like Temu, much of TikTok\u2019s early growth was driven by marketing spend. The video app grew its footprint in the U.S. and abroad by heavily leveraging Facebook, Instagram, and Snapchat\u2019s own ad platforms to acquire its customers. TikTok was famously said to have spent $1 billion on ads in 2018<\/a>, even becoming Snap\u2019s biggest advertiser that year, for instance.<\/p>\n

By investing in user acquisition upfront, TikTok was able to gain a following which then improved its ability to personalize its For You feed with recommendations. Over time, this algorithm became very good at recognizing what videos would attract the most interest thanks to this investment, turning TikTok into one of the most addictive apps<\/a> in terms of time spent. As of 2020, kids and teens began spending more time watching TikTok<\/a> than they did on YouTube. And earlier this month, Insider Intelligence data <\/a>indicated all TikTok users in the U.S. were now spending an average of nearly 1 hour per day on the app (55.8 minutes), compared with just 47.5 minutes on YouTube, including YouTube TV.<\/p>\n

While Temu is nowhere near TikTok\u2019s sky-high figures, it appears to be leveraging a similar growth strategy. The company is heavily investing in advertising to acquire users, which it uses to personalize the shopping experience. One of Temu\u2019s key features, in fact, is its own sort of For You page that encourages users to browse trending items \u201cSelected for You.\u201d In addition to gamification elements, Temu also puts heavy emphasis on recommending shops and products on its home page, which is informed by its user data.<\/p>\n

But the app\u2019s growth doesn\u2019t seem to be driven by social media. While the Temu hashtag (#temu) on TikTok is nearing 250 million views, that\u2019s not really a remarkable number for an app as big as TikTok where something like #dogs has 120.5 billion<\/em> views. (Or, for a more direct comparison, #shein has 48.3 billion views.) That suggests Temu\u2019s rise isn\u2019t necessarily powered by viral videos among Gen Z users or influencer marketing, but rather more traditional digital advertising.<\/p>\n

According to Meta\u2019s ad library<\/a>, for instance, Temu has run some 8,800 ads across Meta\u2019s various platforms just this month. The ads promote Temu\u2019s sales and its extremely discounted items, like $5 necklaces, $4 shirts, and $13 shoes, among other deals. These ads appear to be working to boost Temu\u2019s installs, allowing the app to maintain its No. 1 slot on the App Store\u2019s \u201cTop Free\u201d charts, which are heavily influenced by the number of downloads and download velocity, among other things.<\/p>\n

Of course, having a high number of downloads doesn\u2019t necessarily mean Temu\u2019s app will maintain a high number of monthly active users. Nor does it mean those users won\u2019t churn out of the app after their initial curiosity has been abated. Still, Temu\u2019s download growth saw it ranking as the No. 1 \u201cBreakout\u201d shopping app by downloads in the U.S. for 2022, according to data.ai\u2019s year-end \u201cState of Mobile\u201d report<\/a>. (Data.ai calculates \u201cBreakout\u201d apps in terms of year-over-year growth across iOS and Google Play.)<\/p>\n

Because Temu\u2019s growth is more recent, the app did not earn a position on the Top 10 apps in 2022 in either the U.S. or globally in terms of downloads, consumer spend, or monthly active users, on this report. Instead, most of those spots still went to social media apps, streamers, and dating apps like Bumble and Tinder. The only retailer to find a spot on these lists was Amazon, which was the No. 7 app worldwide by active users and the No. 8 most downloaded in the U.S.<\/p>\n

Temu\u2019s marketing investment may not pay off as well as TikTok\u2019s did, though, as other discount shopping apps saw similar growth only to later fail as consumers found that, actually, $2 shirts and jeans were deals that were too good to be true. Wish famously fumbled<\/a> as consumers grew frustrated with long delivery times, fake listings, missing orders, poor customer service, and other things consumers expect from online retail in the age of Amazon.<\/p>\n

Temu today holds a 4.7-star rating on the U.S. App Store, but those ratings have become less trustworthy over the years due to the ease with which companies can get away with fake reviews. Dig into the reviews further and you\u2019ll find similar complaints to Wish, including scammy listings, damaged and delayed deliveries, incorrect orders and lack of customer service. Without addressing these issues, Temu seems more likely to go the way of Wish, not TikTok, no matter what it spends.<\/p>\n

\u00a0<\/p>\n<\/p><\/div>\n

<\/br><\/br><\/br><\/p>\n

Science, Tech, Technology<\/br>
\n<\/br>
\nSource:https:\/\/techcrunch.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/ Shopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store 2023-01-23 21:53:31 Temu, a shopping app from Chinese e-commerce giant Pinduoduo, is having quite the run as the No. 1 app on the U.S. app stores. The mobile shopping app hit the top spot on the U.S. App […]<\/p>\n","protected":false},"author":1,"featured_media":17824,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-17823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\nShopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store - Science and Nerds<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scienceandnerds.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store - Science and Nerds\" \/>\n<meta property=\"og:description\" content=\"Source:https:\/\/techcrunch.com\/2023\/01\/23\/shopping-app-temu-is-using-tiktoks-strategy-to-keep-its-no-1-spot-on-app-store\/ Shopping app Temu is using TikTok\u2019s strategy to keep its No. 1 spot on App Store 2023-01-23 21:53:31 Temu, a shopping app from Chinese e-commerce giant Pinduoduo, is having quite the run as the No. 1 app on the U.S. app stores. 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