The decline in TEMU sales in the US is deepening, as the online product selling platform drastically reduces expenditure for advertising for US consumers, indicating a shift in its focus after President Donald Trump’s duties.

Compared to a year ago, Temu’s weekly sales decreased more than 25% from May 11 to June 8, according to Bloomberg Second Measure, which analyzes credit and debit card data. In contrast, other e -commerce platforms such as Shein, Walmart Inc. and Amazon.com Inc., they have returned to positive annual growth rates after Trump’s trade truce with China in mid -May.

Change of strategy

The deterioration of TEMU sales is accompanied by a rapid reduction in its advertising spending, a sudden change of strategy compared to last year, when it spent huge sums to attract US buyers – even with ads in the Super Bowl final.

According to Appgrowing Global Analysis Company, Temu, from creating thousands of new ads a day before April 10, has reached the point of showing only a few tens – and a few days in June, none.

“The development of Temu has always been linked to aggressive advertising,” said Wu Yanwei, Manager of AppGrowing’s parent company, Youcloud. “The sudden reduction in advertising costs is likely to extinguish TMU’s growth machines in the US,” he added, noting that the company is now turning costs to other markets, such as Europe.

A Temu spokesman refused to comment on sales or advertising numbers specifically, but said the company is working with local traders to maintain stable prices for consumers.

Temu and other Chinese e -commerce platforms, such as Shein, have been based for years on the exception of small packages from duties, which allowed them to send cheap home clothes and homes without import taxes. After President Trump closed this “window”, Temu lost much of its attractiveness to the US market.

However, Shein’s sales in the US have done better in recent months. According to Bloomberg Second Measure data, since June 1, it has re -increasing, reaching single -digit rates depending on the Walmart platform.

Shein’s advertising presence in the US has remained more stable than Temu, with the number of new ads daily ranging from tens to a few hundred, according to Appgrowing Global.