FoxIntelligence: Temu has a larger market share than Shein in France

Within four months of its launch in France, Temu achieved a larger market share in terms of value than its competitor, Shein. However, it has not yet surpassed AliExpress. 

Additionally, 96% of Temu customers in the last 90 days were repeat customers. These data come from a new report by FoxIntelligence, which reviews Asian online marketplace Temu’s first year in the French e-commerce market. 

The marketplace is rapidly expanding in Europe. In January it announced that it would soon welcome European sellers on the platform, in addition to its existing Chinese sellers.

The marketplace launched in France in April. According to the report, its discount pricing policy quickly attracted many new consumers.

The platform also offers a diverse range of products, making it attractive to various customers. Its marketing campaigns also quickly increased its visibility and popularity. Temu has a penetration rate of 11.9% in France.

Because of this, Temu reached a larger market share in value than Shein within four months. After a year, the platform has a penetration rate in France of 11.9 percent. This is close to Shein’s rate of 12.8 percent.

Temu buyer persona in France 

The report also shows that the average French Temu customer spends 112.5 euros per year on the platform. They make an average of 3.3 purchases per year. In comparison, Shein’s customers in France spend an average of 86.2 euros per year; they also have a purchase frequency of 3.3 times yearly.

Surprisingly, Temu has a strong presence of Gen X and Boomer customers. With an index of 145, this share is above average. Gen Y is also present, with an index of 107. Gen Z is underrepresented, with an index of 76. They are more present on Shein, with an index of 122.