Heavy online marketing spending by Temu and Shein is making it more costly for other retailers and brands to reach shoppers on Black Friday, marketing and industry experts say, with both platforms bidding heavily on search keywords used by competitors.

This competition has sharply driven up the prices they are willing to pay for prime advertising space. Both Temu and Shein have adopted aggressive marketing strategies, targeting their rivals’ keywords to outrank them in search results. This tactic increases their visibility and diverts potential customers from competitors.

Amazon has been the online go-to for all household needs, but the retail giant faces serious competition from Temu, especially when it comes to retirees. The Chinese e-commerce site is attracting

The e-commerce giants saw sales jump in the first half of November, while shoppers spent slightly less at major US retailers.

Heavy online marketing spending by Temu and Shein is making it more costly for other retailers and brands to reach shoppers on Black Friday, marketing and industry experts say, with both platforms bidding heavily on search keywords used by competitors.

Temu and Shein's aggressive online marketing tactics are increasing competition and costs for retailers seeking Black Friday shoppers. By outbidding competitors on keywords, they are disrupting search marketing dynamics.

Temu and Shein’s aggressive bidding on keywords is increasing Black Friday marketing costs, pressuring retailers to rethink ad strategies.