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Data from market intelligence company Sensor Tower shows that fast fashion e-commerce platforms Shein and Temu, both shipping from China, saw a significant increase in digital advertising spending in Europe in April. This is seen as a clear sign that these two companies are gradually shifting their business from the US market to the European market, in response to the US government imposing high tariffs on goods from China. France and the UK emerged as the markets with the largest increase in advertising investment among European countries. According to data provided by Sensor Tower, Shein's advertising spending in France and the UK increased by 35% month-on-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 respond to the official termination by the Trump administration of the tax exemption policy for small packages from China entering the US - previously, this policy allowed tax-free entry for packages valued at $800 or less. Over the past few years, with the advantage of cost and the convenience of the tax exemption policy, Shein and Temu have rapidly expanded in the US market. Currently, a majority of their sales still originate from the US market.