In 2026, the cross-border e-commerce industry will usher in many new changes and development opportunities.
Various platforms have adjusted their policies one after another, which has had varying degrees of impact on sellers and businesses.
Amazon is making frequent moves in the Latin American market.
Starting from February 17, the Mexico station has significantly reduced its fees, with an average reduction of 19 Mexican pesos per item, involving FBA delivery fees, subscription fees and installment payment fees, etc., effectively reducing sellers’ operating costs.
Previously, in 2025, Amazon promoted the business development of the Mexico station in many aspects, such as upgrading the localized operation system.
The Brazilian station has launched a new FBA rate discount. Products sold for more than 100 reais within 2 months are free of FBA fees, and only 5 reais are charged for products below that price. New users can also enjoy a 30-day free test, and micro-individual sellers from 9 states are open to settle in FBA. It is expected that the logistics layout will be further expanded in 2026.
TikTok Shop also has many initiatives.
Launched a smart promotion plan, promising to achieve a 5 times return on investment, simplifying the fee to 3.5%, and also providing automatic point rewards to enhance product exposure. During Black Friday, the GMV of participating products increased by 70%.
Southeast Asia has announced AIGC’s three “content restricted areas” to tighten content management; Japan has launched a localization service, TikTok Shop Local, to help promote regional specialty products; the brand hosting model has been upgraded to support independent pricing by country, enhancing the brand’s autonomy in overseas expansion.
However, the European Union determined that TikTok violated the Digital Services Act and may face a fine of up to 6% of annual turnover.
Other platforms also have their own highlights.
Shopify’s GMV in the fourth quarter increased by 31% year-on-year. AI shopping has become a focus, and it has cooperated with multiple parties to develop UCP protocols; Allegro cooperates with Meta to realize cross-platform display of second-hand product information; Etsy tests the use of AI to determine “manual handmade” logos; Jumia’s performance losses narrowed, and the restructuring of the African market has begun to show results; eBay Live expanded to the French and Italian markets, accelerating the European live broadcast e-commerce strategy.
At the merchant level, Tuozhu Technology’s total year-end bonus in 2025 increased by more than 50% year-on-year, and its annual revenue exceeded 10 billion.
In terms of cross-border logistics, JD.com’s self-built European logistics network JoyExpress express delivery service was officially launched, providing diversified services; Maersk’s revenue declined in fiscal 2025 and it plans to lay off about 1,000 people.
In terms of overseas marketing, Google released four major AI business strategies for 2026 to improve the efficiency of digital advertising; Russia will implement a foreign language advertising ban and require advertising to be dominated by Russian.
From the perspective of policies and data, the ACI report shows that global e-commerce returns will surge by 18.1% in 2025. Companies should optimize the front-end shopping experience to reduce returns; the cross-border e-commerce return tax exemption policy has been extended to 2027 to reduce risks for companies.
Taken together, the cross-border e-commerce industry is constantly developing and changing. Sellers and enterprises need to pay close attention to platform policies and market dynamics, adjust strategies in a timely manner to adapt to industry development trends, seize opportunities, and expand the global market.
