Imagine building an entire career based on partnerships with global brands—only to find out, overnight, that this engine can stop. Not because of the algorithm, competition, or creativity…but because of an external political decision.

That’s what the “Trump Tariff” put on the table. Or rather, things are so crazy and dynamic that the numbers may have changed from one day to the next—but the reasoning still remains the same.

By ending the exemption from duties for imports below US$ 800, the United States imposes tariffs of up to 90% on products coming from China—directly affecting companies like Shein, Temu, and Shopee that base their business model on low prices and massive marketing via creators.

These companies are much more than e-commerce platforms. They are pillars of the global creator economy. Together, they drive billions in advertising, support programs with thousands of influencers, and have turned creators into primary acquisition channels.

Now, all of this is under threat.

In this article, we will understand:

• What is behind the tariff

• How it directly impacts creators (especially the smaller ones)

• What could change in the game between brands, audience, and creative capital

• And why financial autonomy has become a priority for those who live off influence

Get ready: the subject is geopolitical, yes—but the effect is direct on the timeline of those who create content.

What is the Trump Tariff (and why has it come back now)

The so-called “Trump Tariff” is not new—but it has returned with full force. The measure ends the tax exemption for imports below US$ 800, a benefit that has been sustaining the business model of brands like Shein, Temu, and Shopee in the United States.

Now, these companies face tariffs of up to 90% of the value or US$ 75 per item, with an expected increase to US$ 150 in June 2025. In other words: what used to cost US$ 10 may start costing over US$ 90 for the American consumer.

What motivates this policy?

The stated goal of the Trump administration is to reduce the U.S. dependence on Chinese manufacturing, protect local industry, and rebalance trade agreements. It is a strategy of economic confrontation that directly affects direct import channels—precisely the model used by Asian platforms.

But beyond trade policy, there is a political and symbolic backdrop: with elections approaching, Trump seeks to reinforce his image as the “protector of the American economy,” reigniting economic nationalism agendas.

Why does this matter for the creator economy?

Because these platforms are powered by creators. If the cost of operating in the world’s largest consumer market rises, the first cut is in the marketing and influence budget—and that means fewer campaigns, fewer partnerships, and less revenue for those who rely on creation.

Platforms that have become engines of the creator economy

Shein, Temu, and Shopee are not just marketplaces—they are powerhouses of digital marketing based on influence. The logic of these companies is simple and brutally efficient: low cost + high reach = market dominance. And to achieve this, they depend directly on content creators.

📌 Shein: over 13,000 creators in action

Shein has built one of the largest influencer networks on the planet. There are more than 13,000 creators, including nano, micro, and big names, working in constant campaigns, catwalks, product tests, and content challenges. It’s influence as a system.

Moreover, the brand invests in programs like the Campus Ambassador, recruiting students to be local touch points with the brand—creating a kind of emotional capillarity.

🚀 Temu: from zero to Super Bowl in record time

Temu became the most downloaded app in the U.S. in just 1 year. This didn’t happen by chance: the company invested US$ 2 billion just in ads on Meta in 2024, also ranking among the top 5 advertisers on Google.

And it went further: placed 4 commercials during the Super Bowl, at US$ 7 million per insertion. An aggressive move to gain awareness and generate mass downloads—always supported by activations with influencers and digital campaigns.

🌍 Shopee: between celebrities and grassroots programs

Shopee has bet on big names—Terry Crews, Jackie Chan, Viih Tube, Franciny Elhke—but has also set up a structured grassroots program. The Creator da Shô, in partnership with the agency The Coachers, offers up to R$ 1,000 in promotional balance for micro-influencers to create content, with a growth plan towards the status of Shopee Ambassador.

The goal? To reach 7,000 creators still this year, reinforcing presence in various territories and niches.

What could change with the Tariff

The increase in tariffs in the United States completely changes the cost equation for Shein, Temu, and Shopee. And in a model based on volume, tight margins, and aggressive advertising, any extra penny matters—even more so when it turns into US$ 75 per piece.

The direct impact on strategies

For brands that depend on low price as a competitive differential, the alternatives are few:

• Increase prices (losing attractiveness in the American market)

• Reduce margins (which impacts profitability and business sustainability)

• Cut operating expenses—and here comes marketing.

Influence is a variable cost. And that’s why, it’s one of the first points to suffer cuts.

Creators: from showcase to vacuum

Creators—especially micro and medium influencers, who make up the base of this ecosystem—will likely feel the effects more acutely:

• Suspended campaigns

• Abrupt falls in job volume

• End of partnership and incentive programs

• Payment delays or renegotiations

It’s the type of situation that exposes the fragility of a creator economy that grew rapidly but with little financial predictability.

And what about Brazilian creators in this story?

It’s a domino effect that many underestimate.

Campaigns with creators are not local—they are global by nature. The same brands that invest heavily in the U.S. operate with centralized budgets, defining allocation by territory based on ROI, cost, and performance.

If the cost to operate in the U.S. skyrockets, these companies need to rebalance cash flow. And this usually starts with cuts in:

• International marketing

• Grassroots programs (like those that happen in Brazil)

• Support for smaller creators

In other words: when the faucet closes in the north, the south feels thirsty.

This is not just theory. We’ve seen it happen in 2020 with ad platforms, in 2022 with layoffs in tech, and now in 2025 with the tariff. Interdependence is real—and so is vulnerability.

Invisible dependence

Many Brazilian creators build their monthly income based on:

• Partnerships with platforms like Shein, Shopee, and Temu

• Paid campaigns for imported products

• Affiliate programs linked to international sales

When these brands reduce investment in the U.S., the reflection doesn’t take long to arrive here. Marketing is global, but the cuts cascade. What stops circulating there, dries up here too.

The creator as the weakest link

Those who suffer the most are creators who:

• Are starting out and depend on incentives like balances, commissions, and freebies

• Work with only one platform or brand

• Do not have working capital or reserves to withstand downturns

This applies also to agencies and creative collectives that structure campaigns for these platforms—and may see their revenue plummet from one month to the next.

Disguised opportunity?

Crises like this also expose who is prepared and who is vulnerable. Creators who are able to diversify revenue sources, negotiate autonomously, and invest in their own structure will come out ahead.

More than ever, cash flow is a matter of creative survival.

Financial autonomy is the new collab for creators

If the tariff revealed anything, it was this: those who live off influence need much more than engagement. They need real financial structure. Because when money stops circulating on platforms, only those who have the autonomy to keep creating survive.

Why cash flow is creative power?

• It allows maintaining production even without active campaigns

• Ensures predictability for planning, investing, and growing

• Gives negotiation margin with brands—without having to accept any job

Creators and agencies that anticipate their receivables, maintain strategic reserves, and operate with available capital have a better chance of going through turbulent periods without stopping or getting into debt.

Anticipating isn't going into debt

One of the significant turns of the recent creative economy is understanding that access to capital is not just for big companies. With solutions like DUX, creators, collectives, and agencies can anticipate future amounts to maintain the pace today.

This completely transforms the game:

• You switch from “urgency mode” to “expansion mode”

• You can invest in team, structure, media—and not just react to briefings

• You become the protagonist of your own growth

When the algorithm stalls, cash supports

The Trump tariff is a warning—but not just about geopolitics. It’s about how we are building the global creative economy: hyperconnected, ultra-dependent, and often vulnerable to decisions that come from far beyond the timeline.

Shein, Temu, and Shopee have become engines of this new economy because they understood the power of creators. But they also show how fragile this ecosystem can be when it relies solely on external incentives and not on internal structure.

Creators, agencies, and collectives that master their flow, have access to capital, and operate with autonomy will not only survive—they will scale. Because while some cut campaigns, others will be standing strong: creativity, capital, and control.

Want to grow even when the market stalls? DUX anticipates your receivables and strengthens your cash flow to keep you creating. Learn more now.