Here’s who shops at Temu – and how much they spend

Younger consumers are shopping via the Temu app.

New data provides some interesting demographic details about customers of Chinese shopping app Temu.

According to analysis of purchase data and a survey of verified buyers from Numerator, on average, Temu shoppers spend $247 annually at the retailer, making an average of six purchases. Seven in 10 Temu shoppers are repeat buyers.

Looking at generational trends, Numerator data reveals that Temu shoppers are 22% more likely to be millennials and 18% more likely to be Gen X as compared to the average consumer. This stronger popularity among younger shoppers is correlated by recent data from e-commerce marketing company Omnisend which shows 41% of Gen Z consumers make at least one purchase there on a monthly basis.

In addition, Temu shoppers are also 26% more likely to be LGBTQ-plus, 15% more likely to be Black, 13% more likely to be Asian, and 10% more likely to live in rural areas than consumers overall.

Examining social media habits of Temu shoppers, Numerator finds that almost half (48%) of Temu customers say they learn about products, services, and brands via social media. Close to four in 10 (37%) Temu shoppers use TikTok (40% more likely than all consumers) and 30% use Snapchat (31% more likely than all consumers).