Roy Morgan Research: Over 2 Million Australians Shop on Temu and Shein Monthly

【Ebrun Original】On March 4th, according to the latest study by consulting firm Roy Morgan, currently over 2 million Australians shop on Temu and Shein every month, and the combination of ultra-low prices and convenience is the winning strategy for these two platforms to attract local household consumers.

The study points out that Temu has built a large customer base in Australia in just a year, with as many as 1.26 million Australians shopping on the platform monthly, making it poised to achieve an annual sales target of 1.3 billion USD. Shein, on the other hand, has nearly 800,000 clothing and accessory shoppers monthly, which is expected to bring its annual sales to 1 billion AUD. Furthermore, as Shein gradually shifts towards a full-category platform, its sales are expected to continue to grow.

The Roy Morgan report shows that young parents and large families account for a high proportion of Temu and Shein shoppers. The retirement community also has a high proportion, and they are willing to embrace the platforms' ultra-low prices, enabling them to make adequate purchases with limited funds. One out of three Temu shoppers are male, while Shein's shoppers (80%) are mostly female.

In addition, consumers of local brand stores have also begun to shift to Temu and Shein. For instance, David Jones customers are almost twice as likely to shop on Temu, compared to the general Australian population, while the likelihood for Myer customers is 67% higher. Taking Shein as another example, the likelihood for David Jones customers to shop on the platform is nearly three times higher than the general Australian population, and that for Myer customers is double.

Regarding this, Chief Executive of Roy Morgan, Michele Levine, stated, “Shein and Temu have surprised everyone; few people could have predicted that there's a mass market of super cheap one-off retail in Australia. Of course, the cost of living pressure has driven the astonishing rise of Shein and Temu, as Australians want to spend more money to get more things.”

It is reported that Temu entered the Australian market last April and, within two months of its launch, the user base increased to 9.2 million people. It then quickly surpassed Amazon and Shein, becoming the most downloaded shopping app on the APPStore and GooglePlay in Australia.