Temu ad shares dwindle as tariffs against China kick in

Online retailer Temu has filtered its ad share down to nothing after President Donald Trump announced tariffs against China, where it is based.

Temu, founded in 2022, was the most downloaded app in the United States last year, with 51 million monthly active users in January. The retailer sells everything from clothes to wallets to gadgets at a fraction of American retailer prices. It has spent millions on advertisements, including ads in the Super Bowl.

Performance marketing firm Tinuiti reported that as recently as Mar. 31, Temu had just less than a fifth of Google Shopping impressions but dwindled to zero by Apr. 12. At the same time, Pathmatics reported Temu was spending well over $1 million in social media ads but has decreased in recent

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