Shoppers need to have the option to seek out a wide range of products in a single place, findings from a Temu online shopping survey show.
The outcomes, which Temu released this week, are based on a survey it commissioned from Propeller Insights of greater than 1,000 U.S. adults, aged 18 to 65. Propeller Insights conducted the survey in December 2023. That is the primary survey Temu has released taking a look at the U.S. market, a Temu spokesperson told Digital Commerce 360 via email.
Pinduoduo owns Temu, which launched in 2022 and isn’t yet reflected in Digital Commerce 360 rankings. Pinduoduo operates an app-only marketplace for Chinese consumers. Since it doesn’t operate an ecommerce website, it isn’t included in Digital Commerce 360’s Asia Database.
Temu online shopping survey results
Consistent with findings from several Digital Commerce 360 consumer-insight surveys, Temu found that price is the highest factor for nearly two-thirds of respondents (63.9%).
After price, product quality and delivery speed were an important aspects influencing consumers’ purchasing decisions, the information showed. Lower on the priority list were the brand’s status, online security and sustainability efforts, the spokesperson said.
78.4% of respondents said they compare prices online before purchasing products. Nearly three-quarters (73%) said they imagine they improve deals online than in physical stores, they usually prefer to buy online.
“Online marketplaces, which sell an enormous range of products, are actually more popular than individual retail brand web sites,” Temu said in a report.
In the course of the 2023 holiday season, just over 1 / 4 (25.7%) of surveyed consumers shopped at online marketplaces. Compared, a fifth (20%) shopped directly on retailers’ web sites.
Greater than three-quarters of respondents (75.2%) said they’re savvy enough to know which web sites are protected and trustworthy to purchase from. Nearly three-quarters (73.3%) said they read customer reviews to assist determine if an ecommerce site is trustworthy, in response to the Temu online shopping survey.
Temu and the social media effect
Social media also has a very important impact on consumer number of online shopping sites, Temu said within the report. It added that “all ages demographic learned about Temu primarily through social media.”
“An interesting fact — in the case of spending behavior, consumers make purchases out of private interest moderately than being influenced by what they see on social media,” the Temu spokesperson told Digital Commerce 360.
53.4% of respondents report not being influenced to purchase something based on seeing another person own it, the spokesperson said. And 53.9% will still make a purchase order even when their peers advise them against it, the spokesperson added.
“While we didn’t obtain any data on which social media platforms are hottest for online shopping, we did discover which online shopping platforms were hottest,” the Temu spokesperson said. “A few of the top platforms that U.S. consumers preferred included Amazon, Goal, and eBay.”
Amazon is No. 1 within the Top 1000, Digital Commerce 360’s rating of the most important North American online retailers. Amazon can also be No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. It ranks the 100 largest such marketplaces by third-party GMV.
Goal ranks No. 5 within the Top 1000. EBay ranks No. 6 within the Global Online Marketplaces Database.
Most and least popular shopping categories
The highest three shopping categories in the course of the 2023 holiday season, in response to the Temu online shopping survey, were:
- Clothes and accessories
- Home goods
- Consumer electronics
Meanwhile, the least-shopped categories, in response to the survey, were sports and outdoor equipment, together with pet supplies.
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