Chinese ecommerce giants Temu and Shein have slashed their US spending on advertising platforms, as they wrestle with the end of tax exemptions that have helped them undercut rivals such as Amazon.
Temu cut its spending on platforms including Meta, X and Alphabet’s YouTube by an average of 31 per cent in the two weeks leading to April 13 compared with the previous month, according to estimates from market intelligence group Sensor Tower.
Smarter Ecommerce data also revealed that Temu had axed all spending on Google’s Shopping platform since April 9, when broad China tariffs were introduced.
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