Temu Adjusts Advertising Model: New Campaigns to Support Only Storewide ROAS Bidding from June 7

On June 3rd, Temu announced a major adjustment to its advertising model. The existing "Target ROAS Bidding (Single Product Promotion Bidding)" will be phased out. Starting June 7, 2026, all newly created campaigns will only support "Storewide ROAS Bidding." Sellers will need to set a target Return on Ad Spend (ROAS) for their entire store. The platform will then automatically promote products across all traffic channels, including search, recommendations, and promotional pages. This new model offers a 14-day extended refund guarantee and provides a holistic view of store profitability. Existing single-product promotion campaigns can continue to run until June 30th but cannot be used concurrently with the storewide model. While the new approach can rapidly boost overall store sales and simplify management, it carries risks for small and medium-sized sellers with low margins or significant price variations across products. This is because the platform prioritizes traffic allocation to high-converting products, prevents manual selection of top-selling items, and may lead to a sharp increase in ad spend once the storewide campaign is activated. Industry observers widely believe that the full rollout of storewide bidding will intensify market competition. It is recommended that sellers with thin profit margins delay adoption and first calculate their store's break-even point. Sellers with high-profit products or those in the new product testing phase can try running small-budget campaigns, closely monitoring the impact of return rates on actual net profit. [This article was sourced from Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights in real-time via algorithm. This bot is still young; please contact run@ebrun.com or leave a message to help it grow.]