The news: Temu’s US business is slowly recovering, despite tariff pressures and the end of de minimis.
- The number of shoppers who make at least one purchase weekly on Temu is up 13% from April, according to Omnisend data shared with EMARKETER.
- The retailer’s online US market share rose 10 basis points between early July and mid-August to 1.1%, per Consumer Edge—although that is significantly below its peak of 1.7% in April.
Clearer skies: While Temu has been hit hard by changes in trade policy, it’s taking advantage of a temporary lull in US-China tensions to return to business as usual.
- In late June, the marketplace began advertising again on Meta and Google; the company expects ad spend to eventually return to Q1 levels, sources told the Financial Times.
- Temu also resumed direct shipments from China to the US as it takes advantage of the temporary tariff reprieve.