Imagine if Amazon and TikTok had a baby.
App Store charts, above apps like TikTok, Google, and Instagram, where it remains today. Tens of millions of Americans had tried Temu by the time the Super Bowl ad made its self-consciously crass pitch — featuring a brief shot of a happy warehouse employee — to the rest of America:Temu seemed to come out of nowhere, and now it’s everywhere, its customers summoning $5.79 yoga pants, $27.98 doorbell cameras, and $10.
But Temu also represents the culmination of some much larger — if less conspicuous trends — that have been remaking the entire American economy for decades. American retail has long relied on imports from countries with cheaper labor and human-rights practices ranging from questionable to disturbing. The messy and often exploitative processes of overseas manufacturing are concealed behind domestic branding and acknowledged, if at all, with a sticker, a tag, or maybe some fine print.
To engage with Temu is to be cornered in conversation with an AI-powered salesperson who is ushering you past endless tables of assorted goods to sell,with escalating special offers, chained promotions, exclusive limited-time discounts, and lots and lots of free stuff.
Users of Shein, the ultrabudget Chinese fast-fashion app, will also note some similarities in layout, pricing, and promotional strategy, although Temu will, again, feel more chaotic. Shein sources and designs much of its own clothing, giving it a great deal of control over what it sells (while also making its
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