What the numbers say: Temu was the most popular free mobile app in the U.S. in March 2023, with 10 million downloads. The next three most downloaded apps were TikTok, CapCut, and Shein. Relevance: The top four most downloaded free mobile apps in the U.S. in March were all based in China. Temu is an e-commerce marketplace, while Shein is an online fashion retailer. Both businesses take advantage of China's cheap supply chains to provide U.S. consumers with inexpensive products. The two companies also run effective social media advertising campaigns. While Chinese e-commerce apps are finding success in the U.S., many U.S. apps cannot operate in China. What's next: Temu's monthly U.S. sales recently surpassed those of its more established competitor, Shein. Shein filed a lawsuit in December that accused Temu of copyright infringement. If Temu loses the suit, which was filed in the U.S., it may be forced to drop one of its most effective marketing tactics, which allegedly involves targeting Shein. |
