In recent months, Brazil 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, 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's not, by itself, synonym of result. To understand the true extent of Temu's impact 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 shirt tax" — a 20% rate on international purchases up to US$ 50, added to ICMS — reduced the volume of these imports by 40% in the first month of enforcement. Federal Revenue data show 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%
In other words: even with massive campaigns and strong price appeal, the platforms dependent on international remittances have been losing momentum. Instead of creating a national operation, Temu insists on growing based on a crossborder model that is already showing signs of exhaustion
Unlike other platforms — like 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 foster the national ecosystem. There is no physical infrastructure in the country, no 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 national seller, job creation, payment of taxes — or a quick turn model, narrow margin and dependence on regulatory gaps
It is understandable that the consumer seeks the lowest price. But it is the sector's role, that authorities and society as a whole understand that price is not everything. Traffic generates visibility. Revenue generates retention
And no permanence, no platform truly consolidates
