In recent months, Brazil has witnessed the meteoric rise of a new star in the universe of marketplaces: Temu. Reports indicate that the company is already among the platforms with the most traffic in the country — according to Conversion, it reached the third position. But it must be asked: based on what? Visits.
Traffic is an excellent thermometer for curiosity and appetite for low prices. But it is not, in itself, synonymous with results. To understand the real impact of Temu on the Brazilian market, it is necessary to go beyond access and observe what really moves the sector: revenue, margin, EBITDA.
In 2024, the direct import-based business model suffered a severe blow. The implementation of the so-called “t-shirt tax” — a 20% rate on international purchases of up to US$50, added to ICMS — 40% reduced the volume of these imports in the first month of its enforcement. Data from the Federal Revenue Service shows that in January 2025, the number of international shipments decreased by 27% compared to the same month of the previous year. The financial value transacted also decreased by 6%.
That is to say: even with massive campaigns and a strong appeal of prices, platforms dependent on international shipments are losing steam. Instead of creating a national operation, Temu insists on growing based on a cross-border model that is already showing signs of exhaustion.
Unlike other platforms — such as Shopee, which states that 9 out of 10 sales in the country are already made by local sellers — Temu remains anchored in a fragile tax strategy, subject to regulatory changes, and with low capacity to promote the national ecosystem. There is no physical structure in the country, nor a commitment to local logistics or support for Brazilian businesses.
The discussion, therefore, goes beyond Temu itself. The debate is about which e-commerce model Brazil needs to value. A sustainable model — with national sellers, job creation, tax payment — or a quick turnover model, tight margins, and reliance on regulatory loopholes.
It is understandable that the consumer seeks the lowest price. But it is the sector’s responsibility, the authorities’, and society as a whole to understand that price isn’t everything. Traffic generates visibility. Revenue generates permanence.
And without permanence, no platform truly consolidates.
