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Fast-fashion giants Shein and Temu have significantly ramped up digital ad spending in Europe as U.S. trade barriers threaten their core market. According to Sensor Tower data shared with Reuters, Shein increased its ad budget by 35% in the UK and France in April, while Temu raised spending by 40% in France and 20% in the UK, pivoting focus from the U.S. to key European markets.
This strategic shift follows U.S. President Donald Trump’s ban on the de minimis rule, which previously allowed goods under $800 to enter duty-free. The exemption had enabled Shein and Temu to thrive in the U.S. by selling ultra-cheap apparel and accessories directly from China. With the ban taking effect on May 2, both companies cut U.S. ad spending—Temu’s fell 31% and Shein’s 19%—and raised prices, pressuring margins.
In contrast, European ad efforts are yielding growth in app downloads, especially in the UK, where Shein downloads rose 25% month-over-month and Temu’s more than doubled. However, daily active user increases remained modest—5% for Shein and 10% for Temu.
Year-over-year, Shein’s April ad spending rose 100% in the UK and 45% in France, while Temu’s jumped 115% in France and 20% in the UK. Meanwhile, both platforms are expanding into Latin America, with Shein boosting Brazilian ad spending 140% year-over-year and Temu increasing its budget 800-fold compared to last April ahead of its official Brazil launch.
Experts say both brands are adjusting their global strategies, focusing on customer retention in the U.S. while aggressively acquiring users abroad. With tighter U.S. trade policies, Shein and Temu are betting on Europe and Brazil to drive future growth.
