The United States needs to “stop whining” about being a victim after “taking a free ride on the globalization train,” China's official state media recently stated.
That’s the current vibe check as we brace for tariff escalation. The new U.S. tariffs on Chinese imports—and the end of the de minimis exemption that once allowed shipments under $800 to enter duty-free—have sent Chinese platforms scrambling. E-commerce giants like Temu and Shein are pulling back, and the ripple effects are already hitting digital ad markets and consumer behavior.
Temu spent heavily on U.S. digital advertising after its 2022 launch—but that phase is likely over. According to Adweek, its share of Google Shopping impressions dropped to 0% last week. The company, which previously claimed 1 in 5 Google Shopping ads, slashed its daily average ad spend by 31% from March 31 to April 13. Shein reduced its spending by 19% in the same period.
Whether this is a temporary recalibratio…
