Noriega: Temu is cutting off their nose to spite their face
Apr 30, 2025, 1:00 PM | Updated: 3:05 pm
In this photo illustration, the app of the Chinese-owned company Temu is displayed on a smartphone on February 04, 2025 in San Anselmo, California. (Photo Illustration by Justin Sullivan/Getty Images)
(Photo Illustration by Justin Sullivan/Getty Images)
Editor’s note: This is an editorial piece. An editorial, like a news article, is based on fact but also shares opinions. The opinions expressed here are solely those of the author and are not associated with our newsroom.
SALT LAKE CITY — Of course the Chinese company Temu is furious about President Trump’s 145% tariffs. However, it’s probably best not to throw a temper tantrum for the world to see.
In some cases, but not all, Temu is listing the tariff/import charges associated with certain products as a customer checks out. While researching this topic, my co-host, Debbie Dujanovic found a listing for a dress that featured the import fee.
On checkout, this is what she saw:
- Subtotal: $17.31
- Shipping: Free
- Sales Tax: $1.17
- Import Charges: $23.61
- Order Total: $42.09
That’s right, Temu is showing the tariff front-and-center as the customer checks out.
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Here’s where Temu’s nose-lopping comes in. Temu’s placing blame on Trump and his tariffs, but at the expense of the sale.
They don’t need to show why the price is higher, because we don’t know how much things cost. We don’t know if a cute orange sun dress should cost $17, $42, or $63 dollars.
Pop quiz!
How much is a 10 pound dumbbell? A pair of Nike basketball shoes? Headphones?
You can’t say because there’s no set price.
So many things determine cost
There are a million variables that determine cost: color, quality, size, name brand, availability, etc.
We look at something and decide whether or not we think it’s worth it. Sometimes, we’ll even go the extra mile and read the reviews.
We don’t ask for an itemization of cost.
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When we buy bananas for $0.59 cents a pound, we don’t ask how much of that $0.59 goes to picking, processing, transporting, and stocking. We look at a banana and say yes, I’ll buy four.
By listing the before and after tariff prices, Temu is souring us on the purchase by telling potential consumers that they’re overpaying for the item.
Don’t get me wrong. We don’t mind overpaying for an item, we do it every day. But we don’t want our noses rubbed in it.
Why is Temu insisting on shoving the before and after tariff prices down our throats?
They want the tariffs to go away. But what’s going to go away is their customers.
