E-commerce

Boomers go big for online shopping platform Temu

Chinese e-commerce app may be seen as something for young consumers but more mature shoppers are also big fans of the platform

Along with Shein and TikTok Shop, Temu appeals to consumers willing to tolerate longer delivery times in exchange for steep discounts on a variety of goods

Temu is attracting hordes of Boomer and Generation X shoppers, belying the Chinese e-commerce app’s reputation as a destination for younger consumers.

Gen Xers and Baby Boomers shopped via the company’s US-based platform there more frequently and spent more than younger shoppers in its first year of operation, according to the Chicago research firm Attain.

Boomers 59 and older were the most loyal, placing about six orders over 12 months, twice as many as Gen ...