At the beginning of 2026, the cross-border e-commerce industry entered a critical stage of “quality improvement and efficiency revolution,” with the global market size expected to exceed $5 trillion for the first time. Core platforms are making frequent moves, while policy adjustments such as Mexico’s increased tariffs and stricter EU compliance requirements are prompting the industry to undergo a deep transformation towards compliance and localization.
The following is an update on the dynamics of various core platforms. TikTok Shop has upgraded its global operations system, and its fees and logistics policies have also been adjusted. It has officially launched the “One Merchant Sells Globally” project, which has five core functions including global multi-store binding and rapid interoperability store opening. In February 2026, it will also add cross-qualification store binding and one-click registration for global promotions.
Starting January 8, 2026, platform commission rates in the five EU countries will increase from 5% to 9%, with some categories as low as 7%. New sellers who list 5 items within 15 days can enjoy a 4% commission rate for 60 days. From January 2026, all USPS shipping labels on the US site must be purchased through TikTok Shipping; external labels will no longer be accepted. Currently, the platform covers more than 40 countries and regions, forming a matrix of six core markets, with relaxed entry requirements for the European market. Amazon, on the other hand, is tightening both fees and inventory management. Starting January 15, 2026, third-party seller fulfillment fees will increase by an average of $0.08 per item, with differentiated increases for different price ranges, and the largest increase for high-value items above $50. For items purchased between November 1 and December 31, 2025, the return period will be extended to January 31, 2026, except for Apple products. Starting in 2026, inventory age will be categorized more precisely, with surcharges for inventory aged 6-15 months increasing significantly, and fees for inventory over 15 months reaching up to 13 times the monthly storage fee. While the total number of active sellers on the US platform has decreased, the number of sellers with sales exceeding one million USD has increased, indicating that refined operations are becoming mainstream. Coupang has launched its global expansion and clarified its localized operational standards. It has launched an English-language mobile application covering product details, payment, and customer service, integrating eight overseas payment methods, and introducing the “Zero-Threshold WOW Membership” program. Self-fulfillment listings are no longer accepted; only CGF/CGF Lite modes are supported. Products suspended more than five times within a year due to seller ratings will be permanently delisted. Listings must conform to Korean aesthetics, and initial inventory with ≥5 VIDs can unlock the Rocket Growth Plan. Its cross-border shopping service, “Rocket Jikgu,” achieves customs clearance for goods in its Weihai warehouse within 47 hours, reducing fulfillment costs by 28% year-on-year. Temu is strengthening compliance oversight in the US region, requiring sellers to submit a 30,000 RMB security deposit and a testing report from a designated institution. Products failing to meet standards will be prohibited from sale starting January 1, 2026, and the security deposit may be increased to 50,000 RMB under a temporary plan. Simultaneously, the platform is gradually marginalizing its fully managed model, shifting towards a semi-managed model. Regarding key industry policies and trends, there have been numerous adjustments globally. Mexico will impose tariffs of 10%-50% on 1463 categories of products from countries such as China that have not signed free trade agreements, starting January 1, 2026; the US Postal Service will raise several shipping fees starting January 18, 2026; the EU has upgraded its environmental and data security regulations, and tax oversight has entered a period of strict scrutiny; the South Korean market requires sellers to prioritize copyright protection and localized compliance. Key industry trends include a technology-driven efficiency revolution and the widespread application of AI; market restructuring, with Latin America leading the world at 12.4% growth; and the accelerated evolution of social e-commerce, with the “content-driven traffic + instant conversion” model becoming mainstream. For sellers on various platforms, there are also corresponding operational suggestions. TikTok Shop sellers can utilize the cross-border sales and review exchange function to solve the cold start problem for new sites, calculate commission costs for EU sites, and comply with US site logistics labeling requirements. Amazon sellers need to accurately calculate the impact of fulfillment costs, clear out aging inventory, and improve operational efficiency with AI tools. Coupang sellers need to follow localized operational standards, seize the opportunity of the English interface launch, and choose the CGF/CGF Lite model. Temu sellers need to complete compliance certification and deposit payment for US toy products and adapt to the platform’s model transformation. General advice is to focus on emerging blue ocean markets, increase investment in overseas warehouses, emphasize the construction of a compliance system, and optimize operations with AI technology. However, the industry also faces some risks, such as fluctuations in global trade policies, general increases in platform fees, increased difficulty in inventory management, and geopolitical risks.
