Temu, the Chinese-owned online retailer known for its aggressive US ad campaigns, has sharply reduced its marketing spend following new American tariffs on imports.
The move has caused downloads of its app to plunge, falling 62% on Apple’s App Store, and dropping it from a top 10 spot to No. 69.
The company said it will raise prices from 25 April in response to rising costs, as the Trump administration prepares to end duty-free exemptions on small parcels.
Temu’s paid advertising traffic has fallen 77% since mid-April. Analysts say the company is shifting focus to other markets, though rival platforms like DHgate and Taobao are now rising up U.S. app rankings thanks to viral promotions