Under the impact of Trump's tariffs, Shein and Temu have increased their advertising efforts in Europe.

Market intelligence company Sensor Tower's data shows that in April, fast fashion e-commerce platforms Shein and Temu, which ship from China, both saw a significant increase in digital advertising spending in Europe. This is a clear sign that, against the backdrop of the US government imposing high tariffs on Chinese goods, these two companies are gradually shifting their focus from the US market to the European market. When comparing different European countries, France and the UK have seen the largest increase in advertising investment. According to data provided by Sensor Tower, Shein's advertising spending in France and the UK increased by 35% month-over-month, while Pinduoduo's "overseas version" Temu saw advertising spending increases of 40% and 20% in these two countries respectively. This strategic adjustment comes as retailers are responding to the official termination by the Trump administration of the tax-free policy for small Chinese parcels entering the USpreviously, this policy allowed parcels valued at less than $800 to enter the US duty-free. Over the past few years, Shein and Temu have rapidly expanded in the US market due to cost advantages and the convenience offered by the tax-free policy. Currently, a significant portion of their sales still come from the US market.