As shoppers ditch Shein and Temu, these brands are winning | Official Website of Louis Velazquez, entrepreneur, finance guy and tech innovator

I’m not proud to admit it, but when I was younger, I had my fair share of Shein hauls.

Some of the stuff I kept. A lot of it I never even wore. It was that cheap…so cheap it didn’t feel like I even spent real money.

Since then, I’ve moved on. These days, I stay far away.

And apparently, I’m not the only one.

Once the go-to for dirt-cheap fast fashion, Shein and Temu are starting to lose their grip on American shoppers.

The TikTok hauls feel a little less frequent. The buzz isn’t quite what it used to be.

Behind the scenes, something bigger is happening — and it’s starting to reshape where people shop next.

U.S. shoppers are walking away from Shein and Temu.

Image source&colon; Assanimoghaddam/picture alliance via Getty Images

Shoppers pull back as Shein and Temu lose momentum

Consumer spending at Shein and Temu took a steep hit this spring, and if you’ve been spending less on either site, you’re not alone.

According to Retail Dive, Shein saw more than a 10% drop in U.S. spending during the week ending May 11. Temu fell even harder, with a 20% decline. Neither brand has seen a major recovery since.

The sharp pullback followed tariff hikes and rising trade tensions. Both brands initially announced price increases, then quickly walked them back — a sign of how sensitive their base is to even minor changes.

As someone who used to shop at Shein, I get it. When the appeal is low prices, even a small bump makes people reconsider.

“I don’t think we’re going to see the levels [of spending on Shein and Temu] that we saw previously,” said Ben Parkes of Similarweb. “In the U.S., we’re going to see some rebalance.”

That rebalancing is already underway. Some of it is going to TikTok Shop and DHgate. But the real winners? More familiar names: Amazon, Zara, Asos.

These are the brands quietly gaining as Shein and Temu struggle to hold their footing.

Amazon and others cash in as fashion habits shift

Let’s be honest — most people don’t think of Amazon when they think fast fashion. But quietly, it’s becoming a go-to.

Over the past six months, Amazon’s women’s clothing category has grown over 26%, according to Similarweb. And while it might not scream “style hub,” it’s fast, it’s cheap, and it delivers.

That’s a powerful combo — especially for shoppers burned out on delayed shipping and questionable quality.

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Even I’ve found myself scrolling Amazon for tank tops or basics I used to grab from Shein. It’s not glamorous, but it works.

The bigger shift, though, isn’t just about Amazon. It’s about what replaces the Shein-and-Temu haul mentality.

Some shoppers are turning to department-store discounters like Nordstrom Rack. Others are drifting toward athleticwear brands like Columbia and Foot Locker. Even Aeropostale and American Eagle are seeing some lift.

It’s not about chasing the lowest price anymore. It’s about trust, timing, and ease.

Sure, Shein and Temu are pivoting to Europe and exploring U.S. fulfillment. But in the States, their era of dominance looks shakier than ever.

For a generation of shoppers who once bragged about getting 12 tops for $40, priorities are shifting. And the retailers listening are the ones quietly winning.