Temu's Sudden Google Shopping Ad Halt: A Trade War Casualty?

Temu, the cross-border e-commerce platform from Pinduoduo, abruptly stopped running Google Shopping ads in the US on April 9th, causing its app store ranking to plummet from the top 3 to 58th within three days. This coincided with the Trump administration's imposition of high tariffs, making Temu's low-price strategy unsustainable due to increased costs and import restrictions. While Temu's parent company remains financially strong, and this retreat may not be permanent, its impact on the e-commerce advertising market and small and medium-sized businesses is noteworthy. Short-term effects include potential ad cost reductions, while long-term implications could involve increased market uncertainty.