In 2025, the global cross-border e-commerce industry will enter a stage of profound change. The competition dimension will change from simple competition for traffic to a multi-faceted competition such as supply chain efficiency, cost control and compliance.
In this process, the e-commerce giant Amazon has engaged in a fierce game with China’s “Four Little Dragons” – Temu, SHEIN, AliExpress and TikTok Shop, which has profoundly affected the evolution of the global e-commerce landscape.
In the past few years, Amazon has firmly maintained its position as the global e-commerce leader with its powerful logistics system and huge user base.
However, with the rise of China’s overseas platforms, especially the “Four Little Dragons” of Temu, SHEIN, AliExpress and TikTok Shop, they have rapidly expanded their share in the global market with their highly competitive price-performance strategies and strong supply chain advantages.
Temu, as a leader among the “Four Little Dragons”, has benefited from China’s supply chain advantages and adopted the “factory direct sales + minimalist circulation” model, successfully grabbing a large share in overseas markets, especially the US market.
Even in the face of the impact of US tariff policies, Temu has remained competitive by significantly reducing prices.
According to Bloomberg data, the price of Temu’s best-selling products in September 2025 dropped by 18% compared with the end of April, with some categories falling by as much as 60%. This undoubtedly puts great pressure on Amazon’s price war.
In the face of challenges, Amazon has also actively responded to them.
In 2025, its low-price mall Haul expanded rapidly, expanding its market scope from the United States to 26 countries and regions including the United Kingdom, Canada, and Australia.
Try to occupy a place in the sinking market through deep discounts and ultra-low price strategies.
However, Omnisend data shows that only 16% of American consumers use Haul at least once a month, indicating that Amazon’s breakthrough in the low-price market has not met expectations.
SHEIN has increased global advertising investment and offline market layout to consolidate its competitive advantages in the fashion field.
In November 2025, SHEIN opened the world’s first permanent physical store in Paris, attracting a large number of consumers with the concept of “fashion accessible to everyone”.
AliExpress launched the “Super Brand Overseas Plan” to attract a large number of brands to settle in, further challenging Amazon’s dominance in multiple markets.
TikTok Shop has become an important force in the global e-commerce market with its unique short video seeding and live broadcast conversion strategies.
In the fourth quarter of 2025, its GMV exceeded US$25 billion, surpassing eBay, and achieved explosive growth in multiple markets.
Through the innovative model of content + e-commerce, we can use our own traffic pool to further increase our market share.
In this fierce competition, sellers face many challenges.
As one of the top ten cross-border e-commerce ERPs, Yicang ERP provides practical solutions for sellers.
It is deeply connected to more than 70 cross-border e-commerce platforms, including Amazon and the “Four Overseas Little Dragons”.
Through a backend, sellers can realize automatic capture, unified processing and intelligent distribution of orders from all platforms, and deliver through multiple channels according to the logistics requirements of different platforms.
Its multi-overseas warehouse management function can synchronize the inventory data of sellers’ FBA warehouses, third-party overseas warehouses, self-operated warehouses and even the platform’s domestic warehouses in real time to achieve global inventory visualization and intelligent allocation suggestions, optimize inventory turnover, and avoid oversold and backlog.
In addition, Yicang ERP can automatically collect the income and more than 55 costs and expenses of each platform. Whether it is Amazon’s complex advertising commissions or various subsidies and deductions of Temu and SHEIN, it can be clearly reconciled.
It supports real-time calculation of gross profit based on multiple dimensions such as products, orders, stores, platforms, etc., and supports the import of all external costs, and finally calculates the true net profit.
The “multi-dimensional melee” in the cross-border e-commerce industry in 2025, co-written by Amazon and the “Four Little Dragons”, is essentially the ultimate test of sellers’ comprehensive operational efficiency.
The risks of deploying a single platform are intensified, and the development and management of multiple platforms are weak.
As a powerful and market-tested professional cross-border e-commerce ERP, Yicang ERP integrates complex business flows into a clear, efficient, and controllable growth path by opening up orders on multiple platforms, unifying global inventory, intelligently allocating fulfillment, and accurately calculating profits.
