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Shein and Temu Shift Focus to Europe Amid U.S. Tariffs

5/7/2025

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Summary

Story summary

Shein and Temu are pivoting to Europe as U.S. tariffs stifle their expansion. In a bold move, Shein ramped up ad spending by 35% in France and the UK, while Temu followed suit with increases of 40% and 20%. This shift comes as both brands cut back on U.S. advertising, bracing for rising prices and dwindling customer interest.

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Story summary

Shein and Temu are pivoting to Europe as U.S. tariffs stifle their expansion. In a bold move, Shein ramped up ad spending by 35% in France and the UK, while Temu followed suit with increases of 40% and 20%. This shift comes as both brands cut back on U.S. advertising, bracing for rising prices and dwindling customer interest.