This report takes stock of the cross-border e-commerce industry trends from February 3, 2026 to February 9, 2026, and presents us with the latest situation of the e-commerce market in many regions around the world.
First of all, let’s look at the Australian market. Shippit’s “2026 E-commerce Delivery Report” shows that global e-commerce platforms will account for 36% of the Australian e-commerce market in 2026, which shows that competition in the Australian market is intensifying.
In terms of delivery and fulfillment, there is a clear gap among local brands.
The average delivery time of parcels in Australia is 1.7 days, but the delivery time promised by the brand is as long as 5.2 days.
In terms of costs and services, the cost of fast delivery has dropped by 43.9% since 2018, but the proportion of free return brands has dropped from 49% to 14%.
However, 92% of consumers will choose to repurchase due to convenient returns. At the same time, 62% of brands regard AI as an important trend, and fulfillment capabilities have become a key constraint on the growth of local brands.
The European B2C e-commerce market is showing a steady expansion trend.
The “European B2C E-commerce Market Report” pointed out that the European online retail market is expected to reach US$1.18 trillion in 2025, and will expand at a compound annual growth rate of 6.9%. By 2029, the scale is expected to be close to US$1.54 trillion.
Its growth momentum comes from new trends such as cross-border discount platforms and social e-commerce.
In the market competition landscape, Amazon maintains its lead in core markets, local leaders rely on localization advantages to stabilize their share, and low-price cross-border platforms such as Temu are also expanding rapidly.
The British e-commerce market also has new performance in the fourth quarter of 2025.
According to reports, British e-commerce companies shipped approximately 48.7 million parcels in the quarter, a year-on-year increase of 17%.
Consumer demand showed obvious differentiation. Sales of pet products increased by 35% year-on-year, and beauty products increased by 10%, effectively making up for the impact of a 9% decline in clothing and a 25% decline in household products.
Affected by tariffs, British e-commerce sales to the North American market dropped by about one-third, which prompted local online retailers to accelerate their shift to the European market and cross-border sales increased significantly.
The Korean e-commerce market has become divided.
In Q4 2025, China’s cross-border e-commerce direct purchase transactions reached 1.4737 trillion won, a year-on-year increase of 6.3%. The growth rate fell to single digits for the first time in 23 quarters, and the core clothing category only increased by 0.2%.
On the local front, Coupang’s monthly activity dropped by 3.2% to 33.18 million due to a data leak of 30 million pieces of data; Naver’s monthly activity increased by 10% to 7.09 million, with application installations reaching 935,500 times, becoming the biggest beneficiary, and the market structure has adjusted.
Taken together, the e-commerce markets in different regions around the world are constantly changing and developing, each with its own characteristics and challenges.
For Chinese foreign trade companies, they need to pay close attention to these market dynamics, seize opportunities, respond to challenges, and successfully sell more Chinese goods to the world.
