Temu Makes Major Advertising Model Change: Only Storewide ROAS Bidding Supported From June 7
Temu is upgrading its advertising strategy and will fully shift to storewide ROAS bidding. Sellers must plan advertising budgets based on expected storewide ROAS, while single-product promotion will gradually be phased out.
What are the key facts?
- 1Change date: June 7, 2026
- 2Change: Single-product promotion bidding will be phased out
- 3New requirement: Storewide ROAS bidding only
What happened?
Temu announced that, from June 7, 2026, all newly created advertising campaigns must use storewide ROAS bidding. The previous single-product promotion bidding method will be gradually phased out. Sellers must adjust their advertising strategies to adapt to an overall store operations model and allocate budgets more effectively to achieve better campaign results.
What does this mean for cross-border sellers?
Reassess storewide margins and ROAS, and watch for higher traffic acquisition costs after the advertising strategy change. The top priority is to conduct a full review of current campaigns and ensure advertising efficiency can be maintained under the new bidding model.