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China's Retail Revolution: How SHEIN, Temu, and TikTok are Reshaping Global Commerce - Ed Sander

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Mar 22, 2025

Ed Sander, co-founder of ChinaTalk and digital China tech analyst, delves into the sweeping influence of platforms like SHEIN, Temu, and TikTok Shop on global commerce. He highlights why TikTok Shop struggles in the U.S. despite its success in Southeast Asia and discusses the potential of live commerce. Ed shares insights on the cultural factors driving shopping trends, predicts Temu's growth amidst changing tariffs, and evaluates the competitive landscape where SHEIN, Temu, and TikTok Shop vie for dominance.

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INSIGHT

TikTok Shop's Struggles in the West

TikTok Shop struggles in the U.S. due to established e-commerce and retail infrastructure.
Southeast Asian markets, with less developed retail, embrace it more readily.

INSIGHT

Cultural Influence on Live Commerce

Cultural factors influence live commerce adoption.
Chinese consumers, accustomed to live streams as entertainment, readily engage in live commerce.

ANECDOTE

Early Live Streams in China

In China, live streams like yy.com existed before live commerce, featuring entertainment like singing and dancing.
This pre-existing familiarity with live streams paved the way for live commerce adoption.

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4 out of the top 8 Apps on the US Apple Store come from China. Many are shopping platforms such as SHEIN, Temu and TikTok Shop. These platforms have strong algorithms, massive supply chain networks, and seemingly bottomless investment pockets. Is the West slowly becoming addicted to Chinese-style online shopping? We talked to Ed Sander, who is the co-founder of ChinaTalk, a Dutch service provider specializing in knowledge transfer about China. Ed also writes for the TechBuzz China substack.

1. You arrange business tours in China. Tell us about the upcoming Spring Exclusive Investor Electric Vehicle Trip. Is it too late to sign up?

2. Why has TikTok Shop struggled to get traction in the U.S. while it's been so wildly successful in SE Asia?

3. How can brands make TikTok Shop work in the U.S.? What's the magic formula? Will it come from live commerce?

4. Are some markets more influenced by cultural differences that help drive livestream shopping success? Or are Chinese just more open to new experiences? Do you think brands should engage in livestream shopping?

5. Do you think TikTok Shop makes adjustments on their platform to make shopping more palatable?

6. Is there still a place for brands or livestream commerce for cheap, impulsive products?

7. Why are you so bullish on the growth of Temu? How will they adjust for impending Trump tariffs?

8. How will Temu and SHEIN impact global markets in Europe?

9. Who has the best chance of success, SHEIN, Temu or TikTok Shop?

10. What is happening with Meituan's Keeta? How will it dominate in food delivery?

Ed Sander on Linkedin: https://www.linkedin.com/in/edsander/
Tech Buzz China: https://substack.com/@techbuzzchina
Exclusive Investor EV Trip Details: https://techbuzzchina.substack.com/p/join-the-tech-buzz-china-spring-2025

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