Temu took the world by storm – but has the shopping app lost its thunder?

In February 2023, the budget shopping platform Temu announced itself on the world stage in the brashest way possible: becoming one of the youngest ever brands to buy a Super Bowl advertising spot. “Download the Temu app and shop like a billionaire,” a voice proclaimed in the 30-second commercial, as a woman danced on screen and ordered a series of outlandishly cheap items: from a US$8.99 dress to a US$4.99 wig. The commercial – which aired twice during the game, costing Temu an estimated US$14...