British shoppers are flocking to Chinese-founded companies Temu and Shein for one simple reason: both platforms have gamified saving to perfection. 

Together, the two platforms now account for almost one in every ten fast-fashion items bought online in the UK, with Temu the most downloaded iPhone app in Britain and seven other major international markets in 2024, according to Similarweb and Retail Gazette. Every spin of a discount wheel, every “share to earn” link, turns spending into a dopamine loop. Shopping has become a mini-game, and in a cost-of-living crisis, the joy of getting something for almost nothing feels like winning. They’ve made fast fashion feel frictionless too: Shein mastered clothing, Temu took the same model and stretched it across everything else, such as gadgets, kitchenware, tech accessories.

Traditional retailers are losing the race, with their outdated websites, predictable pricing, and zero excitement, leaving a trust gap these apps are happy to fill.

Temu and Shein understand what British shoppers want right now: novelty, speed, and the “feeling” of being smart with money.