Temu nimmt Direktversand von China in die USA nach Zoll-Waffenstillstand wieder auf – und umgeht Handelsbarrieren mit bemerkenswerter Effizienz

Temu schickt wieder direkt – und zeigt, wie globale Logistik wirklich funktioniert.

Der E-Commerce-Riese hat seine Direktversandrouten von China in die USA nach einer vorübergehenden Handelsberuhigung reaktiviert. Keine Umwege, keine Zwischenhändler – nur Ware, die direkt vom Werk zur Haustür rollt.

Zollwaffenstillstand als Game-Changer

Die vorübergehende Entspannung der Handelszölle hat Temu ein Zeitfenster geöffnet – und das Unternehmen nutzt es ohne Zögern. Lieferketten wurden neu justiert, Versandrouten optimiert, Prozesse straff durchdekliniert.

Was bedeutet das für den Markt?

Schnellere Lieferzeiten, niedrigere Kosten und eine noch stärkere Position für Temu im hart umkämpften US-Markt. Ein Schachzug, der Wettbewerber unter Druck setzt – und Verbraucher freut.

Während traditionelle Einzelhändler noch über Supply-Chain-Risiken diskutieren, liefert Temu einfach. Ein klassischer Fall von „während ihr redet, handeln wir“. Und ja – irgendein Hedge-Fond-Manager hat das bestimmt wieder als „logistische Meisterleistung“ analysiert, kurz bevor er seinen dritten Latte Macchiato bestellt hat.

Tariff truce temporarily revives Temu’s U.S. sales model

PDD Holdings from Shanghai has also boosted its U.S. marketing spend. Two individuals familiar with the change said spending had been cut during Trump’s trade offensive but is now rising. One person said the company expects ad budgets to revert to first-quarter levels, before Trump’s sweeping tariffs were rolled out.

The decision to resume direct shipments highlights how the trade ceasefire offers breathing room to exporters of low-priced goods. In April, Trump moved to end the “de minimis” rule for packages under $800 coming from China, exposing them to tariffs of more than 100%. The policy hit Temu hard. The app had relied on sending billions of low-value parcels without duties. After Trump’s executive order, Temu announced it WOULD fulfill US orders from domestic suppliers.

Talks in May produced a partial climbdown. Washington agreed to reduce additional tariffs on Chinese imports to 30% for 90 days. The United States also cut the rate on small parcels from China to 54%, though the actual charge can vary with shipping methods and declarations. Earlier this month, both parties agreed to prolong the truce for additional 90 days.

The United States said it will remove minimal exemptions granted to all countries starting August 29, meaning all affordable packages will face tariffs. In the previous year, United States Customs and Border Protection handled 1.3 billion minimis packages worth $64.6B.

Temu builds logistics as U.S. sales recover slowly

Sheng Lu, professor at the University of Delaware, said higher tariffs would force “even regular brands and retailers” to raise prices. “This will reduce the price pressure facing Temu and Shein,” he said. Despite existing tariffs on Chinese goods, Lu added, shipping directly remains cheaper than keeping stock in the United States. “It’s still regarded as workable for companies like Temu.”

An individual familiar with Temu’s workflows said the company watched how Shein, with a subsidiary managing international logistics and customs clearance, was able to grow revenue and maintain United States growth and profitability after TRUMP revoked the de minimis exemption.

Temu has been building its own logistics capacity for the US, the person added, rather than relying on outside firms that could draw tougher customs scrutiny and delays at ports and airports. The aim is to lower risks tied to routing, documentation and inspections while keeping costs down.

Suppliers in China report mixed results since the restart. A vendor in Zhejiang province said the return of direct shipping to the United States “has added to our exposure and increased our sales.” But a seller in Guizhou province said demand had not bounced back to pre-tariff levels. “Previously, the US accounted for about one-third of sales,” the seller said. “It’s just recovering slowly.”

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