Use of low-cost e-commerce giants Temu and Shein has slowed significantly in the key U.S. market amid President Donald Trump’s tariffs on Chinese imports and the closure of the de minimis loophole, new data shows.

Temu’s U.S. daily active users (DAUs) dropped 52% in May versus March, before Trump’s tariffs were announced, while those at rival Shein were down 25%, according to data shared with CNBC by market intelligence firm Sensor Tower.

DAUs is a measure of the number of people who visit or interact with a platform every 24 hours. Monthly active users (MAUs), a measure of user engagement over a 30-day period, was also down at Temu (30%) and Shein (12%) in May versus March.

The declines were also reflected in both platforms’ Apple App Store rankings. Temu averaged a rank of 132 in May 2025, down from an average top 3 ranking a year ago, while Shein averaged a rank of 60 last month versus a top 10 ranking the year prior, the data showed.

Neither Temu nor Shein immediately responded to CNBC’s request for comment.

The user drop off comes as both Temu and Shein have pulled back on U.S. advertising spend over recent months since the Trump administration’s tariff announcements.

Trump in April announced sweeping tariffs on Chinese imports, including the end of the “de minimis” tariff exemption on May 2, which allowed companies to ship low-cost goods worth less than $800 to the U.S. tariff-free.

In May, Temu’s U.S. ad spend fell 95% year-on-year while Shein’s was down 70%.

“Temu and Shein’s decline in US ad spend was also noticeable in April, as spend decreased by 40% and 65% YoY, respectively,” Seema Shah, vice president of research and insights at Sensor Tower, said in emailed comments to CNBC.

Both Temu and Shein also altered their logistics models in the wake of tariffs, shifting away from a drop shipping model, which allowed them to send items directly from Chinese suppliers to U.S. consumers, and instead, particularly in Temu’s case, building up a network of U.S. warehouses.

Rui Ma, founder and analyst at Tech Buzz China, said such moves were also likely to have impacted the companies’ ad spend strategy and customer acquisition patterns.

“All these additional costs and regulatory hurdles are clearly hurting Chinese platforms’ U.S. growth prospects,” she wrote in emailed comments.

Tech Buzz China research from March showed that a 50% tariff would be the point at which Temu would lose most of its price advantages and find it difficult to operate. The tariff on former de minimis imports currently stands at 54%, having been lowered from 120% amid a 90-day tariff truce between the U.S. and China.

Last week, Temu’s parent company PDD Holdings reported first-quarter earnings below estimates and pointed to tariffs as a significant pressure on sellers.

Temu’s popularity has nevertheless picked up outside the U.S., with non-U.S. users rising to account for 90% of the platform’s 405 million global MAUs in the second quarter, according to HSBC.

Writing in a note last week, HSBC analysts said that was “supported by growth in Europe, Latin America, and South America.” They added that the swiftest of that growth occurred in “less affluent markets.”

“Many (Chinese platforms) are now actively redirecting their efforts toward other markets such as Europe,” Ma said.

A nationwide coordinated crackdown on retail crime — what authorities are calling the first of its kind — led to hundreds of arrests in 28 states last week.

The blitz, led by Illinois’ Cook County regional organized crime task force, involved more than 100 jurisdictions and over 30 retailers including Home Depot, Macy’s, Target, Ulta Beauty, Walgreens, Kroger and Meijer.

“When you give specific focus to a crime, it reverberates,” Cook County Sheriff Tom Dart told CNBC. “When they see it is being prosecuted and taken seriously, it deters conduct. They don’t want to get caught.”

Organized retail crime — a type of shoplifting where groups of thieves work together in targeted operations to turn stolen goods into cash — has grown in scale and scope in recent years. CNBC previously reported on the extensive law enforcement efforts to take down retail crime organizations.

While aggregate numbers for retail theft are difficult to quantify, retailers reported 93% more shoplifting incidents on average in 2023 compared with 2019, according to a survey conducted by the National Retail Federation. Those surveyed also reported a 90% increase in the associated dollar losses over that same time period.

Some critics point to a lack of enforcement and felony thresholds for allowing criminals to continue committing theft. It’s something Cook County State’s Attorney Eileen O’Neill Burke has been focused on since taking office in December.

On her first day in office, O’Neill Burke said prosecutors would pursue felony retail theft charges in accordance with state law, when the value of the goods exceeds $300 or when the suspect already has a felony shoplifting conviction.

Before her taking office, retail theft felonies were charged only if the value of the stolen goods was $1,000 or more or if the suspect had 10 or more prior convictions.

Since Dec. 1, the Cook County State’s Attorney’s Office has filed charges in 1,450 felony retail theft cases, the office said.

The goals of the coordinated operation, O’Neill Burke told CNBC, is “to have one day where we focus and concentrate on [retail theft] and we share intelligence about it — about what we learned about the network, so that gives us more tools on how to take this network down.”

It was the coordination between law enforcement and prosecuting attorneys that got a number of the involved retailers to participate in the blitz.

“Collaboration is key to making a meaningful impact,” Ulta Beauty Senior Vice President of Loss Prevention Dan Petrousek told CNBC. “That’s why we were proud to participate in the National ORC Blitz alongside dedicated law enforcement and prosecutorial partners.”

Ulta Beauty had teams participating across nine states in last week’s operation, providing law enforcement with information on incidents of retail crime.

“Organized retail crime remains one of the most significant challenges in our industry,” said Marty Maloney, Walgreens director of media relations. “In this most recent operation we worked closely with law enforcement partners across nearly 20 cities and at over 40 locations to help curb this trend.”

A representative for Home Depot told CNBC that while overall theft is down, investigated incidents of organized retail crime are still up double digits year over year.

Now that the operation has concluded, the group is pulling together each jurisdictions’ observations and sharing data to continue to help crack down on retail theft.

Other participating retailers reached for comment by CNBC, including Macy’s, T.J. Maxx and Target, said they’re committed to partnering with law enforcement and pushing for stronger laws to combat retail crime.

California Highway Patrol arrests retail crime suspect in Long Beach, CA.Courtesy: California Highway Patrol.

OpenAI on Wednesday announced that it now has 3 million paying business users, up from the 2 million it reported in February.

The San Francisco-based startup rocketed into the mainstream in late 2022 with its consumer-facing artificial intelligence chatbot ChatGPT, and began launching workplace-specific versions of the product the following year.

The 3 million users include ChatGPT Enterprise, ChatGPT Team and ChatGPT Edu customers, OpenAI said.

“There’s this really tight interconnect between the growth of ChatGPT as a consumer tool and its adoption in the enterprise and in businesses,” OpenAI’s chief operating officer Brad Lightcap told CNBC in an interview. The company supported 400 million weekly active users as of February.

OpenAI expects revenue of $12.7 billion this year, a source confirmed to CNBC. In September of last year, the company expected to see an annual loss of $5 billion on $3.7 billion in revenue, according to a person close to the company who asked not to be named because the financials are confidential.

Lightcap said OpenAI is seeing its business tools adopted across industries, including highly regulated sectors like financial services and health care. Companies including Lowe’s, Morgan Stanley and Uber are users, OpenAI said.

The company also announced new updates to its business offerings on Wednesday.

ChatGPT Team and ChatGPT Enterprise users can now access “connectors,” which will allow workers to pull data from third-party tools like Google Drive, Dropbox, SharePoint, Box and OneDrive without leaving ChatGPT. Additional deep research connectors are available in beta.

OpenAI launched another capability called “record mode” in ChatGPT, which allows users to record and transcribe their meetings. It’s initially available with audio only.

Record mode can assist with follow up after a meeting and integrates with internal information like documents and files, the company said. Users can also turn their recordings into documents through the company’s Canvas tool.

Lightcap said enterprise customers have been asking for updates like these, and that they will help make OpenAI’s workplace offerings more useful.

“It’s got to be able to do tasks for you, and to do that, it’s got to really have knowledge of everything going on around you and your work,” Lightcap said. “It can’t be the intern locked in a closet. It’s got to be able to see what you see.”

OpenAI said it has been signing up nine enterprises a week, and Lightcap said the company will try to sustain that pace over time.

“People are starting to really figure out that this is a part of the modern tool stack in the knowledge economy that we live in,” he said.