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That strategy change came as the firms rushed to prepare for last Friday, when President Trump ended a popular trade loophole.
On Friday, the de minimis rule — a policy that had exempted U.S. imports worth $800 from tariffs — officially closed for shipments from China, exposing Temu and Shein to high duties.
Shein and Temu, fast-fashion e-commerce platforms that ship merchandise from China, boosted their spending on digital ads in Europe in April, data from market intelligence firm Sensor Tower showed, a shift away from the U.S., where the companies face crushing tariffs.
Chinese retailer Temu has shifted strategy in the face of U.S. tariffs.
Temu is ceasing direct Chinese exports to the US, shifting to a local fulfillment model. The change follows the closure of a trade loophole allowing duty-free imports under $800.
Temu has reportedly stopped shipping products from China directly to U.S. consumers due to the elimination of the de minimis exemption that had shielded small packages from U.S. tariffs.
Its US website has shifted to offer only what it calls “local” items – or products that were shipped overseas in bulk and stored in US warehouses in a mad dash to beat the tariffs.
Temu said it has stopped shipping products from China directly to U.S. shoppers as it confronts higher tariffs and the end of the de minimis provision. Items shipped directly from China, which previously blanketed the site, are now labeled as out of stock.
Temu is recruiting sellers in the US in an effort to keep prices in check.