Shein and Temu Ramp Up UK, France Digital Ads as US Tariffs Bite Fast-Fashion Giants

• by Arlen Fitzpatrick
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Shein and Temu Rethink Their Global Game Plan

Tariffs in the US are shaking things up for popular fast-fashion brands Shein and Temu. If you’ve noticed more ads from these companies across your social feeds in the UK and France lately, you’re not imagining things. Fresh data out of Sensor Tower shows they’re doubling down on European exposure just as rules in their biggest market shift.

Here’s what’s driving this wave: The U.S. government scrapped the de minimis rule, which let packages under $800 slip through customs duty-free. That change, rolled out under President Trump, had actually helped fuel Shein and Temu’s meteoric rise Stateside. Now, with every t-shirt and gadget facing an extra import charge, sending goods to American shoppers isn’t as cheap—or easy—as it was. So the brands are steering their money to where it goes further: the UK, France, and a few other European hotspots.

The numbers are hard to ignore. Shein ramped up its digital ads in the UK and France by 35% in just one month. Temu, owned by China’s PDD Group, boosted its French ad spend by 40% and the UK by 20%. And it’s not just about Europe—there’s another major push happening in Brazil, with Shein’s ad outlay exploding 140% versus last year and Temu going all-in, spending 800 times more as it gets set for a splashy June launch.

Promotions Pay Off—But User Engagement Lags

This heavy advertising didn’t go unnoticed by shoppers. The UK saw a 25% spike in Shein app downloads and Temu more than doubled its new downloads—pretty eye-catching, considering how crowded the market has become. Daily user numbers edged up, too, but not by as much as you’d think: Shein saw a 5% monthly rise in daily active users while Temu managed 10%. So, while the ads are turning heads, convincing people to shop regularly is proving harder.

Sensor Tower’s analysts say there’s a gap between splashy ads and real, loyal customers. App usage is crawling up, but the massive rise in downloads isn’t translating fast into steady engagement. In short, Shein and Temu can get new shoppers to peek inside, but getting them to stick around and keep buying is a tougher job. That challenge isn’t unique to fashion—lots of e-commerce platforms pay big to boost installs, only to see many users vanish after a few scrolls.

The American market is still the crown jewel for both Shein and Temu, accounting for much of their revenue despite these new roadblocks. But with trade barriers—like fresh tariffs—scrambling their established playbook, they’re making clear moves to reduce risk. Besides the UK and France, Germany, Italy, and Spain are also on their radar for even more intense ad campaigns. Meanwhile, that Brazilian push hints both brands see opportunity in reaching fashion-hungry shoppers who are just getting a taste of fast online shopping.

So, if you’re wondering why Shein and Temu seem everywhere you look online, now you know: the rules changed at the top, and the race to win new fans across Europe and South America is officially on.