EU braces for wave of Chinese imports as Trump tariffs redirect Shein and Temu sales

Trump’s tariffs on Chinese goods may push retailers like Shein and Temu towards Europe, raising concerns over fast fashion, safety, and regulation

Low cost retailers such as Temu and Shein have seen strong growth over the last few years but trade barriers with the US could significantly hurt both businesses. Picture: Raul Ariano/Bloomberg

With US president Donald Trump pushing to reshape global trade with the imposition of tariffs on foreign products, firms around the world are looking to diversify into different markets while moving away from the US — which cannot be relied upon as a trusted trading partner.

For China, the US has been its largest trading partner and as a result, has been the focus of Mr Trump’s ire ever since he was sworn back into office. In recent years, the US has become a huge market for low cost products from the likes of online retailers Shein and Temu — who may be seeking alternative destinations for their products given difficult trading conditions with the US.