Chinese e-commerce platforms Temu and Shein are shifting focus to Europe and the UK due to declining consumer spending and regulatory challenges in the US. While Temu's US spending fell 36% and Shein's 13% year-over-year, both companies saw significant growth in Europe, with Temu's EU spending up 63% and Shein's by 19%. However, they face a complex regulatory landscape in Europe aimed at addressing sustainability and consumer protection, which may necessitate fundamental changes to their business models.