The Unexpected Winners of Trump’s Trade War

However, Shane and Temu did not completely stop marketing. Instead, both agencies chose to move their advertising budgets abroad to the region where geographical risks were low and the growth opportunities were considered to be more enormous. According to the Censor Tower, Shein spent 22 percent of its overall advertising expenditure in the US market, compared to 39 percent in the first three months of 2025. Temur US spending, already, has gone from 47 percent to mere 9 percent. As a result, the sales of Shane and Temur have increased in countries other than the United Kingdom High recordThe

However, the submerged day did not last long. After hitting Rock Bottom in June, both companies started their US advertising spending back -up in July, at Shah’s data show. In August, Shein spent more on marketing in the United States than August 2024.

Statistics reflect the fact that Chinese platforms have emitted a new playbook: Continue shipping products Despite the tariff, pass some expenses to the customers and remain competitive by focusing on creating a distinct supply chain and warehouse network that can help keep the shipping cost low.

App Store Charts suggest that the new strategy is working. After a short slide of popularity earlier this year, Shane and Temu were now ranking again in the top 5 apps of the US Apple App Store and Google Play Store shopping department until Wednesday.

Temu and Shean did not immediately respond to the request to comment from the wired.

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The big Chinese platforms have been preparing for the end of De Minim for more than a year and the tariffs were finally able to recover a speedy recovery of their logistics Have been in effectThe The same can be said for independent shops.

Dennis, owner of Ukrainian ATC Shop, says he is expecting the need to raise the price of his products. “If the new tariff goes, the price will inevitably rise in the future,” he said.

He recently started working with a local Ukrainian shipping company called Novapost, which took steps to navigate the vendors in the customs system and promised to participate in the shoulder of the fee growth for local companies. Due to the ongoing confusion over Trump’s trade policies, the situation in Ukraine is much less chaotic than other regions of the world, where many postal companies have completely stopped the transmitting package to the United States.

I think we all benefit from shopping from small vendors around the world. Over the past few years, I bought a 3D-printed toogographic map from Canada, art print from Germany and Dennis wood work from Ukraine. I did not travel to shopping from foreign brands, but modern Global ecommerce platforms have given me access to more broad products, which are often sold at lower prices than the nearby retail store products. Short of Carpentry learning itself, Ukraine’s Dennis’ ATC Shop is probably the best option for getting affordable customized wood work in my home in New York City.

However, with the end of the De Minimis, many Americans can choose to cut back from abroad to purchase craftsmanship and other unreasonable items. If this is the case, small vendors will hit the most. Ecommerce platform analyst Zuzus Kaziuknas, “most of it is bought and then affecting things that we don’t need,” My colleague Bun told AshworthThe “It’s not affecting the price of milk, for example.”

I am still waiting for my wooden slats, which Dennis says that the tariffs should be cleaned soon. I hope businesses like him are able to survive in this new ecosystem. Otherwise, there can be no other way other than taking my carpentry, but who knows how much tariffs I have to pay for my new woodworking equipment?

This is a version Jaei Young And Louis Matsakis‘ China made newsletterThe Read the previous newsletters Here