The usage of low -cost e -commerce giants Temu and Shein has considerably delayed the US key market towards President Donald Trump’s charges on Chinese language imports and shutting the De Minimis door, new information present.
American lively Temu (DAU) customers dropped 52% in Might towards March earlier than the Trump charges had been introduced, whereas these of Odr Shane had been decreased by 25%, in response to information shared with the CNBC from the market intelligence firm.
Daus is a measure of the quantity of people that go to or work together with a platform each 24 hours. Month-to-month lively customers (MAUS), a measure of customers’ engagement for a interval of 30 days, was additionally in Temu (30%) and Shein (12%) in Might towards March.
The decline can be mirrored in Apple App Retailer’s Apple App Retailer. Temu was a mean rank of 132 in Might 2025, which was smaller than the common 3 charts a 12 months in the past, whereas Shane was a mean of 60 final month for the highest 10 rankings the earlier 12 months, the information present.
Neither the Temu nor the Shane instantly answered CNBC’s request for remark.
Droping the person is coming as each Temu and Shein have withdrawn the bills for promoting in the USA in current months of Trump administration tariff messages.
Trump in April introduced in depth tariffs for Chinese language imports together with End of release from the rates “de minimis” On Might 2, which allowed firms to ship items with a low price of lower than $ 800 to US tariffs.
All these extra prices and regulatory obstacles clearly injure the expansion prospects of Chinese language platforms in the USA.
Rui ma
Founder and Analyzer, Tech Buzz China
In Might, the bills of Temu promoting in the USA fell 95% yearly, whereas Shane dropped by 70%.
“The decline in TEMU and Shane in US promoting prices was additionally noticeable in April, as prices decreased by 40% and 65% respectively on an annual foundation,” stated SEMA Shah, Sensor Tower, Vice President of Sensor Tower, stated the e-mail to CNBC.
Each Temu and Shein additionally modified their logistical fashions after tariffs, transferring away from a supply mannequin that allowed them to ship gadgets straight from Chinese language suppliers to US customers, and as a substitute, particularly within the TEMU case, construct a community of US warehouses.
Rui MA, founder and analyst at Tech Buzz China, stated such strikes could have influenced the price of promoting prices for firms and buyer acquisition fashions.
“All these extra prices and regulatory obstacles clearly damage the expansion prospects of Chinese language platforms within the US,” she wrote in feedback by electronic mail.
Tech Buzz China Analysis from March has proven that the 50% tariff would be the second when Temu will lose the better a part of its costs benefits and make it tough to work. The Tariff for the previous DE minimis imports is presently 54percentbecause it was reduced From 120% towards the background of a 90-day tariff truce between the US and China.
Progress exterior the US
Final week the Temu Mom Firm PDD Holdings reported the primary quarter profit Beneath rankings and pointed the tariffs as appreciable stress on sellers.
Temu’s reputation, nevertheless, appeared exterior the USA, with non -US customers rising to symbolize 90% of 405 million mau on the platform within the second quarter, in response to HSBC.
Writing in a be aware final week, HSBC analysts stated it was “supported by progress in Europe, Latin America and South America.” They added that the quickest of this progress occurred in “much less rich markets”.
“Many (Chinese language platforms) at the moment are actively redirecting their efforts to different markets like Europe,” Ma stated.
