If these brands can't secure shelf space at Kroger, Target or Macy's and struggle against oversaturation on other marketplace platforms like Amazon, they may turn to Temu. But Kaziukėnas said unless or until Temu expands into more categories and garners more attention from a broader market, DTC brands may not find the audience they're searching for. By contrast, sellers that currently turn profits on unbranded goods on Amazon and other marketplaces may have a new sales channel, he noted. Whatever its future in the American market, analysts and trade experts alike share doubts that Temu could eclipse Amazon's market share. They also lack faith that it has the ability to build meaningful logistical infrastructure in the way that Amazon has over years. Ram Ben Tzion, co-founder and CEO of Ultra Information Systems, however, said Temu may have a unique advantage on the digital side. "I don't think that Temu has an edge…based on its ability to master logistics better than Amazon—that's not going to be the case.