Collectors Drive Retro Revival On Temu As Rock Icons Top Sales Charts Again

When the sales numbers came in, the team at PopMarket had to double-check: a rock legend’s album from decades ago was outselling chart-topping pop releases from today’s biggest stars.

It didn’t make sense at first. Temu, the popular shopping app known for affordability and viral trends, didn’t exactly scream “classic rock collectors.” But the numbers didn’t lie.

“It looked like a glitch,” said Tim Hinsley, Senior VP of Retail Sales at Alliance Entertainment, the parent company of PopMarket. “But it wasn’t. We were selling more vintage hits and legacy albums than anything else. That’s when we realized Temu was reaching an audience we’d never tapped before.”

PopMarket has always prioritized a customer-first mindset, with a mission to connect creators with collectors, enthusiasts, and fans. This unplanned, unexpected, and unprecedented surge in online demand became a wake-up call — PopMarket had found an untapped goldmine of collectors in one of the fastest-growing digital marketplaces in the world.

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Meeting Collectors Where They Shop

For Alliance Entertainment, a company with deep roots in media distribution since the 1980s, moving into e-commerce marketplaces was essential to staying competitive in an increasingly digital-first world. In 2013, AENT acquired PopMarket to meet the growing demand in the pop culture collectibles space. However, success required more than just great products.

“Having great products isn’t enough anymore,” said Hinsley. “You have to meet the customer on their terms, and right now, that means being on Temu.”

Temu, which launched in the U.S. in late 2022, quickly became one of the most visited e-commerce platforms globally. PopMarket seized the opportunity when Temu opened its platform to U.S. sellers in late 2024.

Why Temu? Strong Support And Seamless Launch

Temu’s massive user base was attractive, but what truly stood out to PopMarket was the platform’s seller-first onboarding process. From handling copyright documentation to providing professional product photography, Temu made the launch smooth and efficient.

PopMarket became the first merchant on Temu to list and sell CD/DVD products. “There were technical hurdles, like API integration,” said Hinsley. “But Temu’s support team made it a smooth process. They were genuinely invested in our success.”

This support helped PopMarket move quickly and build momentum early, an essential strategy according to Geraldo Obach, Director of Internet Marketplaces at AENT. “If you’re not first, you’re fighting for space. We needed to establish brand presence and earn the customer’s trust before competitors caught on.”

Reaching Collectors Across Genres And Interests

The timing of PopMarket’s breakout on Temu aligns with Alliance Entertainment’s broader strategic pivot toward higher-margin, direct-to-consumer channels. In its latest earnings report, the company reported a 24% increase in gross profit to $128.9 million for fiscal year 2024. Notably, direct-to-consumer sales rose to 36% of gross revenue — up from 31% the year prior — underscoring the company’s focus on reaching end consumers through digital storefronts like Temu. Vinyl and physical media sales also surged in early 2025, further validating PopMarket’s bet on nostalgia-driven demand.

The success of vintage rock collections was no fluke. PopMarket began seeing strong sales from legacy artists and niche collectibles — from rare vinyl to limited-edition action figures — that hadn’t performed as well on other platforms. Temu offered access to a highly engaged audience — one that traditional channels hadn’t reached.

“We go from classic hits to the latest video games,” said Obach. “Temu’s everything-store model aligns perfectly with our wide product range. It’s not just one type of collector — it’s all of them.”

In just a few months, PopMarket sold over 150,000 items on Temu, making it the company’s fastest-growing digital marketplace in over a decade.

Scaling for Growth And Building Trust

Despite initial skepticism from vendor partners about Temu’s value perception, PopMarket’s success helped shift opinions. Once vendors saw the platform’s commitment to anti-counterfeit policies and adherence to MAP (Minimum Advertised Pricing) guidelines, confidence grew.

“Once our partners realized Temu was serious about compliance, they were in,” said Hinsley.

With less than 10% of its catalog of more than 300,000 items currently listed, PopMarket sees significant room for growth on Temu and is expanding its offerings significantly — especially as it heads into the holiday season. “Temu is on track to be one of our top sales channels by year’s end,” said Hinsley.

The seamless shopping experience on Temu has been key to PopMarket’s success. Temu handles backend operations like fraud protection, allowing PopMarket to focus on sourcing, packaging, and delivering high-quality collectibles.

“Collectors are discerning,” said Hinsley. “They want authenticity, pristine condition, fair prices, and no friction. Temu helps us check all those boxes.”

BDG Media newsroom and editorial staff were not involved in the creation of this content.