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Many companies, particularly in the beauty and fashion industries, have boosted sales through the platform. They don’t really have a backup plan.

Temu, Shein, and streaming and gaming apps looking to break into the U.S. market are spending huge sums to get their wares in front of American consumers.

For years, Apple, Google, Meta and others operated unfettered. But new laws and regulations have finally compelled them to make major shifts to their products and businesses.