In recent months, Brazil has witnessed the meteoric rise of a new star in the marketplace universe: Temu. Reports indicate that the company is already among the platforms with the highest traffic in the country — according to Conversion, it has reached third place. But is it better to ask: based on what? Visits.
Traffic is an excellent thermometer of curiosity and appetite for low prices. But it is not, by itself, a synonym for result. To understand the true impact of Temu on the Brazilian market, it is necessary to go beyond access and observe what truly drives the sector: revenue, margin, EBITDA.
In 2024, the business model based on direct imports suffered a severe blow. The implementation of the so-called "little blouse tax"—a 20% rate on international purchases of up to US$50, plus ICMS—reduced the volume of these imports by 40% in the first month of enforcement. Federal Revenue data shows that in January 2025, the number of international remittances decreased by 27% compared to the same month of the previous year. The financial value transacted also decreased by 6%.
In other words: even with massive campaigns and strong price appeals, platforms dependent on international remittances have been losing momentum. 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 claims 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 limited ability to foster the national ecosystem. There is no physical infrastructure in the country, nor commitment to local logistics or promotion of 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 a national seller, job creation, and tax payments — or a fast-turnover model, tight margins, and dependence on regulatory loopholes.
It is understandable that the consumer seeks the lowest price. But it is the role of the sector, the authorities, and society as a whole to understand that price is not everything. Traffic generates visibility. Revenue generates retention.
And without permanence, no platform truly consolidates.
