While Shein mainly attracts buyers from Generation Z, Temu appears to be primarily a destination for ‘Gen X’ and Millennials. Amazon and AliExpress fall somewhere in between.
Boomers absent
48 % of French Shein customers in the first half of this year were born between 1997 and 2012, according to NielsenIQ figures. At Temu, this group accounted for only 19 % of sales: there, Millennials and Gen X are the main buyers, each accounting for 36 % of sales. 44 % of buyers at Temu are 45 years or older. This is a striking difference that cannot be explained by a difference in the number of years they have been active on the market, as both are recent newcomers.
