Shein and Temu increase European marketing spending

As the import tariff war is jeopardising their growth potential in the United States, Chinese e-commerce platforms Shein and Temu are beginning to focus on Europe instead. They have already significantly increased their advertising spending.

Strategic turn

Last month, Temu and Shein significantly increased their spending on digital advertising in Europe. The increase was most pronounced in France and the United Kingdom, where Temu increased its advertising spending by 115 % and 20% respectively, and Shein increased its spending by 45 % and 100 % respectively. At the same time, both platforms reduced their social media advertising budget in the US, Reuters reports based on figures from market researcher Sensor Tower.