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 more appropriate to ask: based on what? Visits
Traffic is an excellent thermometer of curiosity and appetite for low prices. But it isn't, by itself, sinónimo de resultado. To understand the true extent of Temu's impact on the Brazilian market, é preciso ir além dos acessos e observar o que realmente movimenta o setor faturamento, маржа, EBITDA
In 2024, the business model based on direct imports suffered a severe blow. The implementation of the so-called "little blouse tax" — a rate of 20% on international purchases up to US$ 50, suma ao ICMS — reduced the volume of these imports by 40% in the first month of enforcement. Data from the Federal Revenue 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%
That is: even with massive campaigns and strong price appeals, the platforms dependent on international remittances are 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, que afirma que 9 de cada 10 vendas no país já são feitas por vendedores locais — Temu remains anchored in a fragile tax strategy, subject to regulatory changes and with limited capacity to foster the national ecosystem. There is no physical infrastructure in the country, não há compromisso com logística local ou incentivo a negócios brasileiros
The discussion, therefore, vai além da Temu em si. The debate is about which e-commerce model Brazil needs to value. A sustainable model — com vendedor nacional, job creation, payment of taxes — or a quick turnover model, narrow margin and reliance on regulatory loopholes
It is understandable that the consumer seeks the lowest price. But it is the sector's role, das autoridades e da sociedade como um todo entender que preço não é tudo. Traffic generates visibility. Revenue generates retention
And without permanence, ninguna plataforma se consolida de verdad
