On February 17, 2026, the cross-border e-commerce industry ushered in a new development trend and officially entered a new stage of deepening compliance and accelerating localization.
The following is a detailed interpretation of the core dynamics of each platform and the new domestic fiscal and taxation policies.
Temu is shifting from ‘low price drive’ to ‘compliance + localization’ two-wheel drive.
On February 16, Temu reached a cooperation with DEKRA, a world-renowned testing, inspection and certification organization, to strengthen the platform product safety and compliance management system.
DEKRA will provide independent testing services for automotive electronics, home electronics and other categories on the platform. The testing and certification capabilities will be connected to the seller center, so merchants can complete compliance testing and certification in one stop.
The platform requires high-risk categories such as toys and high-voltage electrical appliances to provide compliance testing reports from international authoritative organizations before they can be put on the shelves.
Temu will invest approximately US$100 million in global compliance in 2025 and plans to double that in 2026. Currently, it has established cooperation with more than 20 leading international TIC institutions.
In addition, it was reported on February 15 that Temu has resumed cross-border shipments to Turkey by establishing a local entity company WhaleCo in Türkiye.
Under the new model, consumers pay for goods and taxes together when checking out. The platform sets a minimum consumption threshold of 580 Turkish lira, and local entities declare customs clearance and then deliver it to consumers.
Amazon is making frequent moves in the Latin American market.
In Mexico, a new round of fee reductions took effect on February 17, with an average price reduction of about 19 Mexican pesos per item.
FBA delivery fees, monthly subscription fees and FCF installment fees have all been reduced.
The Brazilian station has launched an FBA promotional rate. In February, there is no FBA fee for products priced over R$100. For items priced below R$100, only R$5 will be charged for each item and free warehousing will be provided. From March to July, sellers can extend the discount by investing 3.5% of their revenue in Amazon advertising. Micro-individual sellers from 9 states in Brazil are also allowed to enter FBA, and new users can enjoy free testing for 30 days.
Official data in 2025 shows that third-party sellers will contribute 69% of GMV, and global GMV will be US$830 billion, a year-on-year increase of approximately 9%.
Prime delivery volume will exceed 13 billion items in 2025, with the United States accounting for 8 billion items, and fresh groceries and daily necessities accounting for 50%. It has also launched Amazon Now 30-minute delivery services in markets such as India and Mexico.
TikTok Shop has shifted from ‘barbaric growth’ to intensive farming.
Officially clarify the rules for AI content, allow the use of AI creation but must be marked as ‘AI generated’, and delineate three restricted areas: misleading information, infringement, and false display of goods. Violators will face penalties.
According to news on February 14, TikTok confirmed its long-term investment of more than 270 billion baht (approximately US$8.7 billion) in Thailand for digital infrastructure and data centers, digital talent cultivation and training of local small and medium-sized enterprises.
The brand hosting business has been upgraded to support independent pricing in different countries.
However, the EU initially determined that TikTok violated the Digital Services Act, and TikTok has filed a rebuttal.
Domestically, the Ministry of Finance, the General Administration of Customs, and the State Administration of Taxation jointly announced that from January 1, 2026 to December 31, 2027, exported goods under the cross-border e-commerce supervision model will be returned to the country in their original condition within 6 months (excluding food) due to unsaleable or returned goods, and import duties will be exempted. Export duties paid at the time of export will be refunded.
However, attention should be paid to compliance red lines such as return shipment in the original condition, repair first and then return, and material requirements.
In terms of industry trends, Temu has fully shifted to a ‘compliance-driven’ approach, with stricter requirements such as seller qualifications; AI content supervision has become standard on the platform, and sellers need to establish compliance awareness; Latin America has become Amazon’s new growth pole; return shipping policies are beneficial to after-sales costs, but sellers should pay attention to relevant points.
In terms of seller action suggestions, Temu sellers should prepare high-risk category detection reports in advance and pay attention to the rules of the Turkish website; Amazon sellers should seize the opportunity of fee reductions in Mexico and Brazilian FBA discounts; TikTok sellers should self-examine AI content and use brand hosting to increase profits; finance and taxation/customs personnel should learn from Announcement No. 16 and establish a special process for return shipments.
