Consumer Trends No. 351: Ultra-Fast Commerce, Buyers Aware of Environmental Issues but Drawn In by Marketing (Crédoc)

Summary

• Temu's monthly audience grew 73% in two years, while Shein's grew 57%.p.1
• 34% of holders of a baccalaureate or bac +2 bought on an ultra-fast commerce platform in the last twelve months.p.2
• Home goods now account for between 30% and 40% of Temu's and AliExpress's activity, while Shein remains focused on clothing.p.2
• 93% of customers cite very low prices as one of the three main reasons to buy on these platforms.p.3
• 71% of users cite the continuous presence of promotions as a determining factor.p.3
• The 'Zara versus Shein' challenge, which appeared in spring 2022, was viewed more than 60 million times.p.4

Key insights

1. Two years after entering the French market, Temu is the third most visited e-commerce site in France in the second quarter of 2025.p.1
2. Ultra-fast commerce platforms rely on very low prices, frequent product launches and strong stimulation of purchase desire.p.1
3. The customer base is often young, based in the Paris region and made up of couples with children, with fewer higher-education graduates and affluent households than online buyers overall.p.2
4. Ultra-fast commerce is defined as a digital marketing and commercial model combining three dynamics, the first being an ultra-rapid renewal of the offer.p.2
5. A sense of permanent bargain is at the heart of the platforms' attractiveness, and fear of missing an opportunity is a significant purchase driver.p.3
6. Influencers play a central role in the model by spreading trends, shaping purchase desires and promoting low-cost imitations of luxury and mainstream brands.p.4