Temu rapidly grew in the U.S. after its 2022 launch, with 18% of households shopping there by early 2024. Using Earnest’s Orion credit card data, the study shows Temu’s sales surged 840% YoY in January 2024, driven by high-income shoppers. However, its 2024 Super Bowl ads failed to boost sales. Temu disrupted online discounters like Wish and AliExpress, capturing their wallet share, while its impact on giants like Amazon and Walmart remains limited. Despite modest total market share, Temu’s loyal, affluent customer base and rapid growth challenge niche retailers more than mass merchants.

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