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China’s Temu and Shein Want to Crack Europe, But the US Is Too Big to Quit

Facing potential US tariffs, Chinese e-commerce platforms like Temu and Shein are increasing their focus on European markets, though merchants remain largely committed to the US due to its scale and lower regulatory hurdles.
Shein and Temu
After the Trump administration’s tariff announcement, many Chinese sellers on e-commerce platforms increased their US prices. (Shutterstock)

Huang Lun was one of the original architects of his Guangzhou-based company’s push into the US market, helping it to sell underwear and yoga pants via the online commerce platforms

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