Leading Shopping Brands in GB: Q4 2024 Performance Overview

Introduction

In Q4 2024, the Shopping category in Great Britain witnessed significant activity among top brands, with Temu (Whaleco Inc.), eBay, and Tesco Grocery leading the pack. Sensor Tower's comprehensive data provides unique insights into these brands' performance across websites and apps, highlighting their audience engagement and advertising strategies.

Temu (Whaleco Inc.)

Temu, operating through its website temu.com and the Temu: Shop Like a Billionaire app, has shown a dynamic digital presence.

• Audience Trends: From Q3 to Q4 2024, Temu's monthly deduplicated audience remained consistently above 24M, with a slight decrease towards the end of the year. The web-only visitors saw a decrease, while app-only visitors remained stable, indicating a shift towards mobile engagement.

• App Engagement: The app maintained a steady monthly active user base, staying around 12M throughout Q4, showing strong mobile market penetration.

• Ad Spend & Channels: Monthly advertising expenditure decreased from $15M in July to around $8M in December, with Facebook being the dominant channel for impressions. Notably, YouTube saw a significant rise in December impressions, indicating a strategic shift.

eBay

eBay's digital footprint, through ebay.com and the eBay app, continues to be robust.

• Audience Trends: eBay maintained a stable monthly deduplicated audience, with unique visits above 15M. The web platform dominated the audience numbers, although app engagement remained strong with consistent web and app crossover.

• App Engagement: The app's monthly active users slightly increased to nearly 5M by December, reflecting stable user engagement.

• Ad Spend & Channels: eBay's monthly ad spend peaked in October, reaching over $8M, with a focus on Facebook and Instagram. The introduction of desktop video ads in December marked a new channel exploration.

Tesco Grocery

Tesco's online presence via tesco.com and the Tesco Grocery & Clubcard app remained strong.

• Audience Trends: Tesco saw an increase in monthly deduplicated audience, surpassing 8.5M by December. Both web and app platforms showed growth, with the web maintaining a slightly larger audience.

• App Engagement: Monthly active app users remained stable around 4.3M, reflecting consistent user loyalty.

• Ad Spend & Channels: Tesco's monthly ad spend increased in November, reaching over $4M, with significant impressions on Facebook and Instagram. TikTok impressions saw notable growth in December.

Conclusion

The Q4 2024 data highlights the dynamic strategies of Temu, eBay, and Tesco Grocery in the Shopping category. Sensor Tower's unparalleled insights into cross-platform user behavior reveal the critical role of digital strategies in maintaining and growing brand presence. With tools like Web Insights, App Performance Insights, and Pathmatics, Sensor Tower continues to lead the way in providing comprehensive market intelligence.