A Reddit user from the r/TemuThings subreddit expressed concern over the inability to find usual supplies from Temu, heavily relied upon for their business. They shared that an in-app customer service chat indicated that the platform is “currently unable to display items outside the US,” with no estimated time for resolution.
This situation has also confused Temu sellers in China, who reportedly were not informed in advance about the change affecting American consumers’ ability to browse their products. Adding to the confusion, many China-based sellers were allegedly removed from Temu’s platform last week, only to have the decision quickly reversed, causing some sellers to initially think they faced the same issue again, as shared on Xiaohongshu, a Chinese social media site.
A furniture and home decor seller confirmed to WIRED that their products shipped from China had been removed, a move they believe responds to the end of the “de minimis” exception. This rule allowed Americans to import packages valued under $800 without import duties. Temu, Shein, and other companies shipping directly from China have benefited from this provision, although critics claim it provides an unfair advantage to foreign platforms. An executive order from Donald Trump earlier this year declared that de minimis would no longer apply to shipments from China as of May 2.
The Temu furniture seller suggests that the platform might need regulatory adjustments during this challenging period.
Trump’s trade policies have the potential to significantly change Temu’s operations and customer retention strategies in the US. The company gained popularity due to its extensive advertising and ability to offer lower prices for similar items compared to other platforms. However, high tariffs on Chinese imports and the end of the de minimis exemption could lead to higher costs for Temu products, along with longer delivery times due to more stringent customs procedures.
Even prior to the announced tariffs, Temu had been adjusting its business model, such as storing more inventory in US-based warehouses and exploring a logistics structure similar to Amazon’s. The platform is currently testing a new shipping program called “Y2,” which began onboarding Chinese sellers on April 27, according to Chinesellers, a newsletter specializing in cross-border ecommerce.
The Y2 model is a flexible variation of Temu’s US warehousing approach, with individual order shipments handled by sellers, who now also manage new tariffs and customs processes. This is akin to Amazon’s “Fulfillment by Merchant” (FBM).
These changes underscore Temu’s quick adaptation to a volatile policy landscape, but they also risk eroding a core part of its identity and advantage. Kaziukėnas observes that such adaptations could be a step backwards, as controlling the supply chain has helped Temu differentiate from competitors like Wish and AliExpress by ensuring delivery speed and product quality.
A furniture seller from Temu has held off on adopting the Y2 model, stating, “We’re a large organization, so we can’t make changes overnight. We’re still observing to see if the policies will change.”
Temu is also seeking to expand sales in other markets, such as Europe, where Chinese import tariffs are considerably lower than in the US. One Chinese Temu seller noted to WIRED that although their US listings were removed, overall sales have increased due to growth in other regions.
