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When Global Trade Winds Shift: Lessons from Temu's Latin American Pivot

Aug 12, 2025 7:51:40 PM

Imtiaz featured in the straits times blog banner copy

Trade tensions are reshaping global e-commerce faster than most businesses can adapt.

As our CEO Imtiaz Mohammady recently told The Straits Times: "After the latest US tariff hikes, Temu slashed its American ad budget by 31 per cent, while ramping up digital ad spending in Europe and redirecting focus to Latin America."

The numbers are staggering. Temu's Brazilian advertising budget jumped 800x in April 2025. This geographic pivot demonstrates how platform-speed agility has become essential for survival in global markets.

The lesson? Companies that thrive aren't the biggest. They're the ones that can read geopolitical shifts and adapt with intention. When market leadership can change as quickly as policy decisions, strategic agility becomes the ultimate competitive advantage.

📖 Read the full Straits Times article 

Topics: Media Coverage News Business Agility Digital Transformation

Imtiaz Mohammady

Imtiaz Mohammady

Imtiaz Mohammady is the Founder and CEO of Nisum. Through his personal leadership style, a deep commitment to client service, and over 25 years of retail industry expertise, Imtiaz has led Nisum from an entrepreneurial venture in the early 2000s to a global digital commerce firm. In his role as CEO, Imtiaz works closely with C-suite executives at the biggest retailers in the world, helping them modernize business and technology for future growth. Prior to founding Nisum, Imtiaz served numerous leadership roles (including CIO) at multiple retail startups (eToys, Patheo) and top-tier enterprises (Oracle, NCR). Imtiaz holds a master’s in Computer Science from USC, and a bachelor’s in Computer Science from UCLA.

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When Global Trade Winds Shift: Lessons from Temu's Latin American Pivot

Aug 12, 2025 7:51:40 PM

Imtiaz featured in the straits times blog banner copy

Trade tensions are reshaping global e-commerce faster than most businesses can adapt.

As our CEO Imtiaz Mohammady recently told The Straits Times: "After the latest US tariff hikes, Temu slashed its American ad budget by 31 per cent, while ramping up digital ad spending in Europe and redirecting focus to Latin America."

The numbers are staggering. Temu's Brazilian advertising budget jumped 800x in April 2025. This geographic pivot demonstrates how platform-speed agility has become essential for survival in global markets.

The lesson? Companies that thrive aren't the biggest. They're the ones that can read geopolitical shifts and adapt with intention. When market leadership can change as quickly as policy decisions, strategic agility becomes the ultimate competitive advantage.

📖 Read the full Straits Times article 

Temas: Media Coverage News Business Agility Digital Transformation

Imtiaz Mohammady

Imtiaz Mohammady

Imtiaz Mohammady is the Founder and CEO of Nisum. Through his personal leadership style, a deep commitment to client service, and over 25 years of retail industry expertise, Imtiaz has led Nisum from an entrepreneurial venture in the early 2000s to a global digital commerce firm. In his role as CEO, Imtiaz works closely with C-suite executives at the biggest retailers in the world, helping them modernize business and technology for future growth. Prior to founding Nisum, Imtiaz served numerous leadership roles (including CIO) at multiple retail startups (eToys, Patheo) and top-tier enterprises (Oracle, NCR). Imtiaz holds a master’s in Computer Science from USC, and a bachelor’s in Computer Science from UCLA.

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