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Shein and Temu Boost EU Ads Amid Stagnant Sales

5/19/2025

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Summary

Story summary

Chinese e-commerce giants Shein and Temu are pouring resources into advertising across Europe, boosting their spending by 70% and 40% respectively, as US-China trade tensions simmer. However, despite their flashy influencer partnerships, sales remain stagnant, and looming EU regulations on small parcels could pose additional hurdles for their growth ambitions.

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Story summary

Chinese e-commerce giants Shein and Temu are pouring resources into advertising across Europe, boosting their spending by 70% and 40% respectively, as US-China trade tensions simmer. However, despite their flashy influencer partnerships, sales remain stagnant, and looming EU regulations on small parcels could pose additional hurdles for their growth ambitions.