Temu's US User Base Halves After 'De Minimis' Changes and Tariffs
Temu's daily US users dropped by 58% in May following the US ending the 'de minimis' tariff exemption, which allowed Chinese companies to ship low-value packages tariff-free. This change, along with broader US-China trade tensions, has led to a significant decline in Temu's US engagement and sales growth, prompting the platform to cut ad spending and shift to a local fulfillment model. Meanwhile, Temu's growth in non-US markets has increased, especially in less affluent regions.
