Almost half of Wish, AliExpress customers shop at Temu

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Despite not comprising a large number of Temu customers, almost half of customers at ecommerce discounter Wish, and over 40% of AliExpress customers also shop at Temu. Other discounters with a high percentage of customers who shop at Temu include TikTok Shop (39%), Ollie’s Bargain Outlet (30%), Five Below (28%), Big Lots (28%), QVC (27%), and the dollar stores (24-25%). Brands with a higher percentage of customers shopping at Temu are more likely at risk of disruption from Temu. Wish and AliExpress are at especially high risk of disruption from Temu given their similar ecommerce channel, relatively small user base, and discount product mix. Costco has the lowest percentage of Temu users among major national General Merchandise stores at 17%.

Less than 20% of Walmart, Amazon, Target, and Costco customers shopped at Temu in the past 12-months, suggesting that they are less at risk from Temu disruption.