"Shein spent 22 percent of its overall advertising spend in the US market during the second quarter, compared to 39 percent in the first three months of 2025, according to Sensor Tower. Temu's US spend, meanwhile, went from 47 percent to merely 9 percent. As a result, Shein and Temu's sales in countries other than the US, such as the UK, have surged to record highs."
"continue shipping products despite the tariffs, pass some costs to consumers, and stay competitive by focusing on building independent supply chains and warehouse networks that can help keep shipping costs down. App store charts suggest that the new strategy is working. After a brief slide in popularity earlier this year, Shein and Temu were now once again ranking within the top 5 apps in the shopping category of the US Apple App Store and Google Play store as of Wednesday."
Shein and Temu shifted large portions of advertising away from the US to regions with lower geopolitical risk, cutting Shein’s US ad share from 39% to 22% and Temu’s to 9%. Sales in non‑US markets such as the UK surged. After a June low, both companies increased US ad spending in July, and Shein's August US marketing exceeded August 2024. The companies continued shipping despite tariffs, passed some costs to consumers, and invested in supply chains and warehouses to reduce shipping costs. App store rankings returned to the top five. A Ukrainian Etsy seller expects at least a 10% price increase if tariffs remain.
Read at WIRED
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