Temu's entire business model was built around a tariff exemption. The US ended it. The EU is threatening to do the same.
Temu's core business model depended on US and EU tariff exemptions that are now closing. With tariffs implemented in the US (Q2 2026 showed revenue miss and margin pressure) and threatened in the EU, the company faces fundamental headwinds. Shift to local fulfillment and brand-building carries execution risk and may not preserve historical margins.