Temu is among the new e-commerce platforms from China, as are Shein or Miravia. They all maintain a common style based on the flood of promotions of all kinds. With this, they have planted social networks with advertisements and have placed themselves in the mouths of influencers in a very short time. Its landing in the United States and Europe threatens Amazon's overwhelming dominance in the electronic commerce battle.

Shein, known for selling clothing at low prices, has achieved dizzying success among the young public, who flock when one of its ephemeral stores opens. Furthermore, in 2022 it was the third most popular fashion brand among Spanish consumers, only behind Zara and Primark, according to the Fintonic Intent HQ Barometer, prepared by the IESE Business School and the Fintonic expense control app.

The platform has gained this popularity through discounts and promotions. The same as Temu, which landed in Spain in April 2023 and in July it was already the most downloaded application nationwide. In August alone it achieved one million downloads, while second on the list was TikTok, far behind, with 600,000. The third and fourth positions were occupied by Shein and Miravia respectively.

But behind these platforms there is financial muscle. Temu belongs to the Chinese e-commerce giant Pinduoduo, which has a capitalization of more than $100 billion. Miravia is a brand of Alibaba, also owner of AliExpress and whose capitalization exceeds 200 billion. Shein, meanwhile, has raised more than 4.1 billion in financing rounds and would have an unofficial valuation of 64 billion. These online markets support their rapid rise in their promotions.