Temu Significantly Cuts Advertising Budget in the U.S. Market
Affected by U.S. tariff policies and the cancellation of the de minimis exemption, Temu sharply reduced its U.S. advertising spending during the first five months of this year, including a 95% year-over-year decrease on X, while shifting its strategic focus toward more refined operations.
What are the key facts?
- 1Temu
- 2U.S. market
- 3Advertising budget cuts
- 495% decrease on X
What happened?
Temu has recently significantly adjusted its marketing strategy in the U.S. market, cutting advertising spending on X, YouTube, TikTok, and other platforms. Although advertising declined, its monthly active users continued to grow, indicating that the platform is shifting from extensive expansion toward more refined operations.
What does this mean for cross-border sellers?
Temu’s strategic adjustment may change the structure of traffic costs. Sellers that depend on low-price product listings should be alert to the risk of weaker platform traffic benefits and improve product competitiveness.