EU e-commerce analytics firm; Google Shopping ad-visibility data showing platform response to the new duty in the days before and after implementation

Google Shopping data collected by smec shows Temu halved its ad visibility in European markets ahead of the July 1 deadline and SHEIN is nearing a near-total exit from cross-border advertising into the EU. The data suggests platforms are reducing direct cross-border exposure rather than absorbing the duty, consistent with both pivoting to EU warehouse fulfilment. AliExpress maintained higher visibility, suggesting its warehouse pivot is less complete.

“Google Shopping data shows Temu has halved its ad visibility and SHEIN is nearing a total exit to avoid packages getting hit with fees at the border.”