Temu's American users halve - Reason: elimination of the "de minimis" practice for shipments to the US
Global marketplace Temu's U.S. daily users fell 58% in May, according to data firm Sensor Tower. It's one of many struggles the e-commerce retailer is facing amid a U.S.-China trade war.
Temu decided to cut spending on advertising in the US and change its order fulfillment strategy after the White House on May 2 ended the practice known as "de minimis," which allowed Chinese companies to send low-value packages to the United States without paying tariffs.
The platform, along with fashion giant Shein, had been using this provision for years to ship items from suppliers in China to consumers in the US, keeping prices low. Both Temu and Shein have seen a sharp decline in sales expansion and customer growth rates since US President Donald Trump announced sweeping trade tariffs.
The taxes forced both platforms to raise prices, but Shein has been able to increase the amount of money spent per customer compared to a year ago, the data showed, while Temu has struggled. "As the pricing environment remains uncertain for an extended period, we believe Temu's competitive strength will continue to weaken," the analysts explain.
Last week, parent company PDD Holdings' first-quarter earnings were below growth estimates and executives said tariffs had created significant pressure. They reiterated Temu's previous pledge to keep prices stable and work with dealers in all regions.
In markets outside the US, Temu's growth has accelerated, with non-US users growing to 90% of the 405 million monthly active users in the second quarter.
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