A majority of Americans have heard of Temu but haven’t bought from the retailer

Although fast fashion retailer Temu has only been around for a little over a year here in the US, the latest research from YouGov found that close to 90% of Americans have at least heard of it.

• The report, which polled 700 adults in the US, also found that women (95%) were more likely than men (80%) to have heard of the retailer.
• When asked how they heard about it in the first place, 52% of respondents credited Temu’s advertising, which comes as little surprise as the e-comm retailer reportedly spent ~$21 million on three Super Bowl ads and more than $15 million in coupons and giveaways.

But seeing and admiring are different things than actually shopping on the platform. About 3 in 5 consumers (56%) said they’d heard of Temu but never purchased a product from the brand.

• Of those who had actually bought something, 24% said they would likely shop on the platform again, while 15% said they weren’t likely to do so.

But given just how rapidly the brand has grown just in terms of awareness, we suspect these numbers are likely to look quite different in a few years.