Online retail platforms, like Temu, are increasing advertising spending in Australia, following the introduction of President Donald Trump’s new heavy import tariffs.
Sites like Shein and Temu have seen significant success in the U.S., but are now seeking to capture the Australian market after Trump signed an executive order restoring an import charge for Chinese goods valued at or under US$800.
This doubles the cost of products bought through Temu by U.S. consumers.
In contrast, goods worth less than A$1,000 can generally be imported into Australia free of duties, taxes or charges, meaning retailers do not need to absorb import fees or pass them on to Australian consumers.
U.S. market intelligence firm Sensor Tower shared with ABC that Temu has more than doubled its monthly Australian advertising spending from April to June 2025, compared with March.
Since the 110% increase in advertising spend, Temu’s monthly users have increased by 50% for the June quarter.
Another Chinese marketplace app, Shein, has followed suit, increasing its Australian monthly advertising by 160% and seeing a 15% monthly increase in users.
Sensor Tower estimated that Temu spent A$4 million on Australian advertising alone, primarily on Facebook and Instagram.
This comes as Temu launches its local seller program for Australian retailers.
However, the platform has received some backlash from the ACCC for unfair trading practices and the European Union justice commissioner has vowed to crack down on the sale of dangerous goods on Temu.
