The Forgotten Middle: Why TikTok, Shein & Temu Get MoFu and the West Doesn't
The Paradox of Modern Marketing Strategy
Imagine building a bridge and forgetting the middle section. That’s exactly what many Western brands are doing today. While millions are spent on awareness campaigns (top of the funnel) and performance marketing (bottom of the funnel), a dangerous gap yawns between brand awareness and conversion, resulting from the ongoing neglect of the middle of the marketing funnel (middle of the funnel = MoFu).
This negligence is compounded by three common errors, particularly when compared with Chinese competitors.
Untapped Discovery Potential: Western e-commerce is ideal for when you know exactly what you’re looking for. But what about those times when people want to browse, find inspiration and discover something new? Chinese platforms show us: Discovery-driven shopping isn’t an alternative to search, it’s a massive growth opportunity — if you do it right, without annoying your customers.
The Social Commerce Misunderstanding: Western companies often misunderstand ‘social commerce’, viewing it merely as a way of increasing their reach on Instagram. In Asia, where social thinking has always been more ingrained in the culture, companies have realised that it’s about building genuine relationships. This approach should also appeal to Western customers because the desire for social connection is universal, not just cultural.
Enshittification of the UX: The creeping deterioration of the user experience due to excessive advertising is rendering Western platforms increasingly unusable. Search results are flooded with sponsored products and every click leads to more ads. And to customer frustration.
What is “MoFu” — and Why is it Chronically Underestimated?
In the classic marketing funnel, the middle describes the phase where interest transforms into concrete purchase intent. This is where the real persuasion work takes place: trust is built, doubts are resolved and relationships are formed.
There are structural reasons for the systematic neglect of MoFu: Measurability is complex (how can trust building be quantified?), ROI seems uncertain and impatience for quarterly results leads to short-term tactics. The result of this miscalculation is evident in performance differences: While many Asian platforms boast strong user retention and high time spent on site, Western providers are struggling with declining conversion rates and rising acquisition costs.
Search vs. Discovery: Two Worlds of E-Commerce
The fundamental difference between Western and Chinese e-commerce becomes evident when we consider the reasons why customers visit a shop. Western platforms are entirely search-driven; customers know what they want and want to fulfil this need quickly and easily. In contrast, Chinese platforms are often also discovery-driven, enabling customers to discover what they want as they browse.
This philosophy shapes everything. While Western sites optimize search functions and filters, lots of Amazon’s search results are sponsored products. Attractive margins mean that Retail Media dominates every click. What was intended to be a helpful product search has mutated into a frustrating flood of ads.
Chinese platforms, on the other hand, make advertising part of the entertainment experience. As long as it’s not excessive, a sponsored product in a TikTok video is entertaining rather than annoying. The difference is fundamental: in the West, advertising interrupts the user experience; in China, it’s part of it.
The Social Commerce Misunderstanding
For many Western brands and retailers, ‘social commerce’ means paying for reach on social media or influencer product placements. It’s a one-way street: the brand transmits and the customer receives.
In China, however, social commerce means something completely different: it’s about genuine social interactions. Customers advise each other in real time, sellers become trusted companions and communities form around products and brands. It’s the difference between using a megaphone and having a conversation.
In January, the differences between these two approaches became apparent when millions of US TikTok users started using the Chinese social media app Xiaohongshu / RedNote, discovering that social media could indeed be social. This unexpected experiment clearly demonstrated how much Western users dislike the ad-filled hellscapes and cage fights that currently dominate Western platforms.
Re-thinking “MoFu”: How Chinese Players Build Relationships.
Taking a closer look at Chinese online retailers reveals what can be done differently.
TikTok Shop: From Broadcaster to Community Builder
TikTok Shop shows how the MoFu stage can be used to build relationships. Well-executed live shopping sessions are community gatherings, not sales shows. Hosts answer questions, provide personalised advice and establish trust through their approachability. Viewers don’t only come for discounts, but also for interaction.
The key is: the platform promotes micro-communities around specific interests. Beauty enthusiasts gather in live sessions to exchange tips and learn from each other. The host becomes a trusted expert and the other viewers become shopping buddies. Shopping becomes a social activity.
Shein: Discovery as Customer Magnet
Shein has achieved an incredible product range by rethinking the fashion supply chain. Up to 10,000 new products appear on the Shein app every day. This enables Shein to redefine the way people discover fashion. The app presents users with an endless stream of new styles. While Amazon users tend to search for specific items and then leave, Shein users often spend considerable time browsing the app.
That is because Shein offers plenty of reasons to visit every day — and stay! Flash sales, new product drops, and daily check-ins make the app a habit. This high level of usage is no accident, but the result of well-thought-out middle-of-funnel (MoFu) mechanisms. User-generated content, such as the millions of customer photos, creates trust, and detailed reviews replace the changing room. The discovery experience is so good that making a purchase is just the obvious next step.
Temu: Gamifying Discovery
The success of Temu is also based on the principle of endless discovery. Rather than being a shop, the app is a digital bazaar — a place where you find rather than search. Gamification, time-limited deals, and unexpected product combinations ensure that every visit to the app is an experience.
The retention mechanisms are often not really subtle, but effective: daily rewards, personalised feeds and the constant prospect of the next deal. Users often don’t open the Temu app intending to make a purchase, but out of curiosity. The average usage frequency is significantly higher than that of Amazon — not because customers need to shop more often, but because the discovery experience is entertaining.
Tmall: Retail Media as Brand Experience
So far, Western discussion has completely overlooked Alibaba’s Tmall. This is a mistake, because there you can see how retail media can be approached differently. Rather than relying on annoying banners and sponsored search results, the platform primarily earns money by selling reach. Instead, Tmall creates digital flagship stores where brands can provide immersive experiences.
The crucial difference: Tmall sees itself as a stage for brand experiences rather than advertising space. Brands can build virtual showrooms, design interactive product presentations and host live events. Advertising becomes part of the experience — users explore brand worlds voluntarily instead of being harassed by ads.
This different Retail Media philosophy solves the Western “ads vs. UX” dilemma: platforms can generate revenue based on reach without compromising the user experience. Tmall shows how the middle of the funnel can be monetised without feeling monetised. It proves that enshittification isn’t a law of nature, but a choice.
MoFu as Service Revolution
The most successful middle-funnel (MoFu) strategies are also based on another paradigm shift: moving away from persuasion and towards service. Chinese platforms have recognised that the middle funnel phase is the ideal “place” to provide assistance.
Real-time Consultation: Live hosts aren’t salespeople, but rather assistants, in the best sense of the word. They answer individual questions, provide personalised recommendations and take the time to address any uncertainties.
Community as Support: Customers, or rather fans, effectively become unpaid members of the customer service team. They share their experiences, offer advice, and issue warnings about poor purchases. This peer-to-peer support feels more authentic than official service communications, which is why it is so valuable.
Education Instead of Advertising: Tutorials, styling guides and ‘how-tos’ provide value without putting pressure on customers to purchase. Customers learn something new and come to associate this value with the brand.
Personalised Assistance: Algorithms that understand, not just sell. Recommendations are based on real user behaviour rather than advertising budgets.
Service as Marketing Also Works in the West
The fact that this approach works outside of China was proven years ago by Deutsche Telekom with ‘Telekom hilft’ — a project in which I was privileged to play a central role as a consultant.
The idea was simple yet revolutionary for the telecoms sector: viewing customer service as a marketing tool. Providing fast, public help on social media created positive brand experiences. In addition, Telekom hilft created a peer-to-peer support community of almost 2 million members, giving fans an active role while saving enormous costs as many enquiries no longer reach the call center.
Its success speaks for itself. Western customers crave reliable service and a sense of community just as much as Asian customers do. Social interaction is a universal human need, not just a cultural one.
Three Recommendations for a MoFu Revolution
1. Establish Discovery as Growth Engine
Complement your search excellence with genuine discovery experiences. Create spaces for browsing, discovery and lingering, without immediately cluttering everything with ads. Develop mechanisms that encourage users to return voluntarily and frequently, such as curated collections, daily surprises and personalised inspiration. And one very important thing: change your KPIs! Don’t just focus on conversions; also measure usage intensity and time spent.
2. Service Instead of Sales in the MoFu Phase
Transform the middle funnel phase into a service space. Activate your community to provide support, showcase your employees as experts, and create new support formats. Live shopping should focus more on expert consultations and less on sales pitches. Take Telekom hilft as an example — good service is the best marketing.
3. Reinvent Retail Media as Brand Experience
Learn from Tmall! Rather than annoying banners, create platform concepts through which brands can provide immersive experiences. Let’s build platforms that view retail media as an opportunity to enhance the user experience, rather than as a lucrative but necessary evil.
The Strategic Imperative: From Transaction to Relationship
The future of e-commerce doesn’t belong to those who shout the loudest or buy the most advertising space. It belongs to those who understand that commerce is fundamentally a social activity and consistently increase customer value.
Tmall proves that platforms can generate revenue through reach without degrading the user experience. The secret is to make advertising an experience. Find an approach that strengthens rather than weakens the middle of the funnel.
The deterioration of Western platforms is simply the result of a lack of imagination and short-sightedness. Those who believe that displaying more adverts will lead to higher revenue are missing the point.
Chinese platforms demonstrate that providing more services, fostering a sense of community and offering genuine experiences leads to sustainable success. MoFu is the key to this transformation. Brands have the chance here to turn anonymous visitors into lasting relationships.
There isn’t a Western equivalent of Tmall yet. This means that brands here lack the opportunity to implement this approach effectively. However, I know from conversations with Alibaba that Western companies operating in China repeatedly express a desire for the same functions available on Tmall. The demand should be there, along with the willingness to commit serious budgets.
So, it seems that there is a huge opportunity for Western platform providers and retailers. As there is no central platform for everything, there are opportunities for smaller, specialized platforms that implement the same mechanics on a smaller scale for specific topics. Those who fill these gaps will redefine e-commerce.
The question now is whether Western brands and platforms will learn from China this time and understand how to use the ‘middle of the funnel’ to build relationships. Or will they once again allow Asian competitors to take the lead?
If so, it will be yet another shock, much like when TikTok, Shein, and Temu suddenly emerged - from the same blind spot...
tl;dr:
3 missed opportunities in Western e-commerce:
Discovery as complement to search
Social Commerce = genuine relationships
Retail Media without enshittification
The solution from Asia: ✓ Discovery-driven shopping (Shein/Temu) ✓ Community & authentic social interaction (TikTok) ✓ Retail Media as experience (Tmall)
Core thesis: Focus on the middle of the funnel as a space for trust, relationships and sustainable growth
