Temu's daily US users cut in half following end of ‘de minimis' loophole

Core Insights - Temu's daily US users decreased by 58% in May, attributed to challenges from the US-China trade war and the end of the "de minimis" exemption for low-value shipments from China [1][10] - The company has reduced advertising spending in the US and is shifting its order fulfillment strategy in response to the changing tariff environment [1][8] - Temu's sales growth and customer growth rates have declined more sharply than its competitor Shein since the introduction of trade tariffs [4][5] Market Environment - The end of the "de minimis" provision has forced Temu and Shein to raise prices, impacting customer engagement and sales [5][10] - Despite the challenges, Shein has managed to increase spending per customer, while Temu has struggled to maintain its customer base [5][6] - Analysts suggest that if the current tariff situation persists, Temu's competitive position may continue to weaken [6] Business Model Changes - Temu's previous model involved merchants managing product orders while the company handled logistics, pricing, and marketing [9] - Following the tariff changes, Temu's merchants can now ship individual orders to US warehouses but must navigate tariffs and customs [12] - The company is focusing on a local fulfillment model to stabilize prices and support merchants [8][12] User Growth and Market Expansion - Temu's non-US market growth has accelerated, with non-US users constituting 90% of its 405 million global monthly active users in Q2 [13] - The fastest growth in new users is occurring in less affluent markets, indicating potential for expansion outside the US [13]