Discover how Temu, the viral online shopping app, is disrupting the retail landscape, challenging dollar stores, and offering ultra-low prices that appeal to budget-conscious consumers.
In the world of online shopping, Temu, owned by China’s PDD Holdings Inc., is making waves. Often referred to as an «Amazon killer,» this app has gained immense popularity for its ability to offer a wide range of products, starting as low as 14 cents. However, the real competitors for Temu aren’t Amazon—it’s the dollar stores.
A recent analysis by consumer data analytics firm Earnest Analytics reveals that Temu’s rapid ascent is impacting Dollar General Corp. and Dollar Tree Inc. significantly. Over the past year, Temu’s share of discount spending has skyrocketed from 0% to 14%, while Dollar General and Dollar Tree, including Family Dollar, have seen their respective market shares drop by 8% and 4%. Other discount retailers like Five Below Inc. and Ollie’s Bargain Outlet Holdings Inc. have also experienced minor declines.
This trend highlights Temu’s ability to attract low-income and budget-conscious shoppers, challenging the long-held dominance of dollar stores. Dollar stores have traditionally thrived during economic downturns, offering consumers affordable essentials. However, this economic shift has led to intense competition among retailers, with Temu disrupting the traditional promotion strategies of dollar stores by offering even lower prices.
Temu made a splash with a memorable Super Bowl ad, promising shoppers they could «shop like a billionaire» thanks to its budget-friendly prices—an enticing proposition for consumers watching their wallets. Temu boasts all the features of a viral shopping app, including a vast product catalog spanning 200 categories, fast-fashion prices, and an engaging user experience reminiscent of gaming. By allowing Chinese manufacturers to directly sell and ship products to US consumers, Temu maintains its competitive pricing advantage.
While comparisons to Amazon are inevitable, there are key differences that cater to distinct customer bases. Amazon’s customer base is predominantly high-income, willing to pay for the convenience of fast shipping through Amazon Prime. In contrast, Temu offers relatively slower free shipping, ranging from nine to 20 days, and enforces stricter return policies compared to Amazon Prime. Amazon has even excluded Temu from its price-matching policy, acknowledging their differences in quality standards.
For dollar stores, Temu presents a formidable challenge. Retailers like Five Below and Dollar Tree specialize in providing affordable everyday essentials, from toiletries to kitchenware. However, they have witnessed a decline in purchases of higher-margin discretionary items like toys and party supplies due to heightened inflation. Even Dollar General, known for selling groceries, has reported softer sales, with customers making more frequent visits but purchasing fewer items. Here, Temu shines by offering online shopping at rock-bottom prices, provided customers are willing to wait for delivery.
Low-income households are increasingly turning to online shopping. Before the pandemic, e-commerce primarily appealed to high-income consumers, but this trend is changing. Low-income households have increased their online shopping for essentials at a higher rate than higher-income households. Temu appears to have found success in targeting this low-income online shopper segment, a market where even giants like Amazon and Walmart have faced challenges.
Despite its appeal, low-income consumers still prefer in-person shopping for better financial control. Dollar stores offer a convenient option for immediate purchases when funds are available. Temu cannot replace this level of convenience, and the sustainability of its ultra-low prices remains uncertain. PDD Holdings Inc., Temu’s parent company, has not disclosed financial results, describing the platform as being in an experimental phase. Investors may seek answers regarding its profitability in due course, unless US legislators intervene.
While Amazon may comfortably coexist with this newcomer, dollar stores face significant challenges in this evolving retail landscape.
