On October 24, less than eight weeks after it launched, Temu was ranked at 39 on the list of most downloaded free iPhone apps in the US, and fifth among free shopping apps, behind only Amazon, Shein, Walmart, and Nike.

So far, the strategy seems to be working. Temu, like Shein, features extensive reviews and user photos on its product pages, and it promotes collaborations with influencers. Temu seems to marry the “everything store” selection of Amazon with the low prices and social elements that have made fast-fashion juggernaut Shein so successful.

Temu’s bargain prices are an experiment in cutting out the middleman, by allowing Chinese vendors to sell their products directly to US consumers, and shipping directly from China rather than building out a network of US warehouses. Amazon, eBay, and other Western online stores feature plenty of goods from Chinese suppliers. Temu’s website and mobile app launched on September 1, the first US storefront from Chinese ecommerce giant Pinduoduo.

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