Temu Surpasses Shopee as Brazil's NO.2 Online Marketplace; Alibaba.com Sees 40% Spike in U.S. Inquiries Amid Tariff Pause
Latest news and analysis on China’s global e-sellers
Here’s our pick for last week’s news:
Temu Surpasses Shopee as Brazil's NO.2 Online Marketplace
TikTok Shop to Trim U.S. Staff Amid Sales Slump
Taobao's Cross-Border Sales Surge Ahead of 618 Event
Alibaba.com Sees 40% Spike in U.S. Inquiries Amid Tariff Pause
Homary Eyes $500M Milestone in 2025
Niu Technologies Q1 Sales Jump 57%
Bc Babycare Aims to Top Amazon Amid Trade Tensions
52TOYS Files for Hong Kong IPO
MINISO's Overseas Sales Jump 30% in Q1
Pop Mart's Labubu Toys Spark 4,500% Sales Surge in Russia
CHAGEE Eyes 1,500 New Stores Worldwide
G7 Nations Targets Shein, Temu With New Tariffs on Small Parcels
Temu Surpasses Shopee as Brazil's NO.2 Online Marketplace
Temu surged past Shopee in April to become Brazil's second most-visited e-commerce site, per a Conversion report. The platform added 56 million visits last month, reaching 9.9% of total traffic and narrowing the gap with market leader Mercado Livre, which holds 12.3%. In contrast, Shopee saw a modest rise of 6 million visits, a 2.7% uptick. Temu's rapid climb highlights the effectiveness of its marketing and discount-driven strategy, as well as its broad product selection. Brazil's import e-commerce sector, fueled by Temu, hit 450 million visits—up 132% YoY. (MERCADO&CONSUMO)
TikTok Shop to Trim U.S. Staff Amid Sales Slump
TikTok is laying off staff in its U.S. e-commerce division as sales slump and pressure mounts from new tariffs. The cuts, confirmed in a memo from Chinese executive Mu Qing, affect operations and major brand teams. Employees were offered exit packages with administrative leave and severance. Sales from foreign sellers, many based in China, plunged after April tariffs, dragging down TikTok Shop's U.S. growth. TikTok's coming personnel changes follow a round of job cuts in April when it restructured its e-commerce governance and experience team. Despite Douyin's success in China, TikTok Shop in the U.S. continues to struggle. (Business Insider)
Taobao's Cross-Border Sales Surge Ahead of 618 Event
On May 21, Taobao and Tmall reported nearly one million merchants signed up for the 2025 Overseas 618 event, a record high. Overseas sales in the first three days of this year's 618 doubled compared to last year. Since pre-sales began on May 13, cross-border transactions in 11 categories—including beauty, sports shoes, baby diapers, and milk powder—have doubled year-over-year. This year, Taobao and Tmall expanded their overseas growth plan to include larger items like home building materials and pet supplies, beyond the usual apparel and electronics. (STCN)
Alibaba.com Sees 40% Spike in U.S. Inquiries Amid Tariff Pause
Alibaba.com is launching its biggest June sales campaign for the U.S., dubbed a "foreign 618," to help Chinese exporters capitalize on the current 90-day U.S. tariff reprieve. The platform is ramping up support to recover lost orders, with many merchants rushing to stock U.S. warehouses for long-term gains. The promotion is open to all sellers, including first-timers, giving small and midsize exporters a shot at rising U.S. demand. Inquiries from American buyers have jumped over 40% year-on-year since the tariff pause began. (36Kr, Guandian)
Homary Eyes $500M Milestone in 2025
Guangzhou-based Homary has quietly become a global home goods powerhouse, blending Chinese design with rapid supply chain execution. Since its founding in 2018, the brand has broken into the top 10 on home e-commerce platforms in North America and Europe, racking up $300 million in 2023 revenue and aiming for $500 million this year. With 65% of sales from North America, Homary serves design-conscious middle-class families and has grown revenue at a 140% CAGR from 2020 to 2023, with sales of ergonomic chairs and standing desks alone jumping 230% in 2023. (Cifnews)
Niu Technologies Q1 Sales Jump 57%
Niu Technologies posted a 35% jump in Q1 revenue to 682 million RMB (roughly $94.67 million), while narrowing net losses to 38.8 million RMB (roughly $5.39 million). Global sales surged 57% to over 203,000 units, driven by a 66% rise in China. Domestic revenue rose 39%, and international sales gained 22%. With 4,119 stores in China and a presence in 53 countries, Niu is adjusting its supply chain and production strategy to navigate global market shifts and U.S. trade uncertainty, CEO Li Yan said. (Beijing News)
Bc Babycare Aims to Top Amazon Amid Trade Tensions
Hangzhou-based Bc Babycare is making a bold move into the U.S. market despite ongoing trade tensions, betting on its diversified supply chain and innovative baby carrier to fuel rapid growth. The company's $160 carrier, praised for easing parental strain and boasting a 4.7-star Amazon rating, aims to become a top seller within six months, with U.S. sales expected to surge tenfold in a year. Backed by a global network spanning Asia, Europe, and the Americas—and investors like Sequoia Capital China—Bc Babycare plans to expand locally with an office and hires, starting online and eyeing major retailers. (CNBC)
52TOYS Files for Hong Kong IPO
IP toy brand 52TOYS filed for a Hong Kong IPO on May 22, joining the ranks of Pop Mart and Bloks Group. Founded in 2015, the company grew revenue from 460 million RMB (roughly $63.85 million) in 2022 to 630 million RMB (roughly $87.45 million) in 2024, with overseas sales soaring over 300% to 147 million RMB (roughly $20.40 million). 52TOYS plans to open 100 branded stores in China and another 100 overseas as it accelerates global expansion. (Jiemian News)
MINISO's Overseas Sales Jump 30% in Q1
MINISO reported Q1 2025 revenue of 4.43 billion RMB (roughly $614.91 million), up 18.9% YoY. Gross profit rose 21.1% to 1.96 billion RMB (roughly $272.06 million), while net income dipped 4.9% to 587 million RMB (roughly $81.48 million). Overseas revenue surged 30% to 1.59 billion RMB (roughly $220.70 million), 36% of total sales. The company crossed 300 stores in North America, focusing expansion on 24 U.S. states with localized product teams and cluster-based layouts. CFO Zhang Jingjing said MINISO has strengthened its U.S. strategy by stockpiling inventory, diversifying suppliers, and optimizing tax planning to mitigate tariff risks. (STCN)
Pop Mart's Labubu Toys Spark 4,500% Sales Surge in Russia
In early May, Pop Mart's Labubu monster toys exploded in popularity on Russia's Wildberries marketplace, racking up sales exceeding 2.5 million rubles—an astonishing 4,500% jump from just 74 units sold in March to 3,500 in May. While these Chinese-designed collectibles have captivated Russian consumers as decorative must-haves, Wildberries & Russ cautions the craze may be fleeting, echoing the rise and fall of fidget spinners and simple-dimple toys. (Бизнес‑секреты)
CHAGEE Eyes 1,500 New Stores Worldwide
CHAGEE is reportedly planning an aggressive global expansion in 2025, with targets of over 1,000 new stores in mainland China, 50 in Hong Kong, more than 100 across Southeast Asia, and 10 in the U.S. The company declined to comment on the reports. According to its IPO filing, CHAGEE aims to open 1,000 to 1,500 new outlets globally by 2025. As of the end of 2024, the tea chain operated 6,440 stores worldwide, including 156 overseas—most of them (148) in Malaysia. (36Kr)
G7 Nations Targets Shein, Temu With New Tariffs on Small Parcels
A surge of low-value parcels from Chinese giants Temu and Shein is drawing fierce pushback across the G7. After the U.S. ended duty-free exemptions on packages under $800, Chinese sellers shifted toward Europe, where 91% of 2024's 4.6 billion small parcels came from China. Now, the EU is slapping a €2 fee on direct deliveries and plans to scrap its duty-free threshold by 2028. Japan, the UK, and Canada are rolling out similar measures. G7 finance ministers are weighing joint tariffs to curb what they call China's excess supply and market distortion. Temu, once U.S.-focused, is now betting on Europe as its top market. (CUC)