Temu美区投流缩减但月活稳增；速卖通在五国上线本地配送丨跨境电商周报

This article aggregates the latest industry-wide updates in the cross-border e-commerce sector recently, helping general readers quickly grasp core industry changes and new developments from leading platforms as well as regulatory shifts. Key takeaways are as follows:

1. Major platforms have rolled out new features and promotion events one after another. For example, Amazon Europe launched the "Add-On Item In-Transit" feature that allows Prime members to add items to existing orders without extra shipping fees; TikTok Shop kicked off its mid-year promotion for the U.S. market early, integrating live stream auctions for the first time and launching a dedicated auction day; and AliExpress rolled out official local delivery services in five countries.

2. In terms of new industry regulations, New York State’s first digital human advertising act has officially taken effect. The law requires clear disclosures for ads featuring AI-generated digital performers, with a $1,000 fine for a first violation and $5,000 for repeat violations. This allows consumers to understand relevant compliance requirements and distinguish AI-generated content in advertising.

3. Regarding core industry data, Temu cut its advertising spend in the U.S. but still achieved a 21% year-over-year increase in monthly active users; traffic to mainstream Southeast Asian e-commerce platforms has grown year-over-year for three consecutive months; and China added 80 new international cargo routes in the first five months of this year. These figures demonstrate the overall growth momentum of the cross-border e-commerce industry.

This article sorts out the latest developments and industry trends across multiple cross-border platforms, providing references for cross-border brands on channel布局, marketing planning and compliance operations. Key insights are as follows:

1. For channel expansion, multiple platforms have opened up new market access opportunities. TikTok Shop Fulfillment (FBT) now covers 16 countries globally, supporting brands to sell globally with a single inventory pool; Dewu opened up onboarding for local sellers in Russia; and JD-owned Joybuy plans to onboard third-party sellers in Europe in the second half of 2026. Brands can expand to multiple channels to unlock new growth.

2. For marketing innovation, eBay has rolled out live stream shopping globally, focusing on real-time interactive entertainment shopping experiences. On TikTok Shop, the average GMV of live auction streams is 4 times that of regular live streams, and the platform also offers a 3% commission discount incentive for this format. Brands can test these new marketing formats to boost conversion.

3. For category trends and compliance, the 2026 United States-Mexico-Canada World Cup has driven demand for related merchandise: GMV for summer goods and sports-themed products increased by over 230% during Mexico’s major promotion period, so brands can stock up on trending categories in advance. Meanwhile, the U.S. has introduced AI advertising disclosure rules, so brands operating in the U.S. need to adjust their marketing practices to meet compliance requirements and avoid fines.

This article aggregates recent updates on platform rules, market opportunities and policy changes in cross-border e-commerce, providing clear references for cross-border sellers to make operational decisions. Key takeaways are as follows:

1. For new growth opportunities, TikTok Shop FBT’s U.S. business has doubled year-over-year, and GMV from FBT during Mexico’s major promotion surged 14 times year-over-year, with onboarding recently opened for 8 additional markets. Sellers can leverage the FBT model to expand into global markets. AliExpress has launched official local delivery in five countries, with logistics pricing 10-20% lower than the market average, plus perks including logistics penalty exemptions and priority access to promotion slots. Local delivery orders in Europe already account for over 50% of total orders, demonstrating clear advantages for this model.

2. For compliance risk reminders, TikTok Shop’s U.S. division has updated its content policy, explicitly banning AI voiceovers and static-image live streams. Violations can result in content removal, point deductions and even account suspension. Sellers need to adjust their content production standards promptly and switch to real-person, real-time interactive content.

3. For cost risk reminders, the U.S. has eliminated its de minimis tax exemption for imported goods under $800, which has directly pushed up fulfillment costs for exports to the U.S. Sellers need to update their cost calculations and adjust pricing in advance.

This article sorts out current demand changes and model innovations in cross-border e-commerce, providing insights for factories serving the cross-border sector to capture business opportunities and adjust their operational strategies. Key takeaways are as follows:

1. For product demand and business opportunities, Amazon has launched an AI-powered personalized custom product feature that allows consumers to describe their ideas to generate designs, which are then produced and delivered on-demand via the platform. This opens up new collaboration space for factories to develop C2M custom production. In terms of hot demand, the upcoming U.S.-Mexico-Canada World Cup has driven demand for small, lightweight fan merchandise; GMV for summer goods and sports-themed products increased by over 230% during Mexico’s major promotion, so factories can adjust their capacity布局 to cater to these categories in advance.

2. For model upgrade opportunities, TikTok Shop FBT allows factories to serve 16 global markets with a single inventory pool, and AliExpress’s local delivery model has been proven successful, with local delivery orders in Europe already exceeding cross-border direct shipments. Factories can bypass traditional traders and connect directly to overseas markets via platforms to increase profit margins.

3. For transformation insights, the cross-border e-commerce industry is increasingly prioritizing fulfillment speed and compliance operations. Factories advancing digital transformation can connect to platform digital tools, adapt to platforms’ requirements for content compliance and logistics speed, and improve their overall market competitiveness.

This article aggregates the latest developments and platform ecosystem demands in the cross-border e-commerce industry, helping service providers grasp industry trends and identify customer pain points. Key insights are as follows:

1. For ecosystem cooperation opportunities, leading cross-border platforms are currently expanding their service provider ecosystems. Shopee has officially launched an official service provider recruitment program covering multiple areas including first-mile logistics, overseas warehousing, ERP, tax compliance, and agency operations. The rapid expansion of TikTok Shop FBT also requires support from various types of service providers. Service providers can seize the opportunity for official platform cooperation to expand their customer base.

2. For changing customer demands, cross-border sellers’ demand for low-cost, high-efficiency localized fulfillment has grown rapidly. AliExpress’s local delivery cuts delivery time from 5 days to 3 days, with costs 10-20% lower than market average; Cainiao has also launched cross-border transfer links between the U.S., Canada and Mexico to meet delivery demand for World Cup bestsellers. Logistics service providers can develop targeted segmented products for different scenarios to meet sellers’ differentiated needs.

3. For emerging demand, the U.S. has enacted a compliance law requiring disclosure of digital human advertising, and TikTok has also updated its content quality rules. Sellers’ demand for content compliance and operational compliance solutions has increased significantly. Service providers can develop targeted compliance service products to capture this new market space.

This article sorts out the latest strategic布局 and operational innovations from multiple leading cross-border platforms, providing references for cross-border marketplace operators to optimize operations and track industry trends. Key takeaways are as follows:

1. For operational innovation references, multiple leading platforms have rolled out new features and formats. Amazon launched an AI custom product feature and the in-transit add-on feature in Europe, which not only meets consumers’ personalized demand but also increases the platform’s average order value; it also opened up less-than-truckload shipping services to third-party warehouses to improve its supply chain service capabilities. TikTok Shop integrated live stream auctions into its major promotion system, and data shows the average GMV of auction live streams is 4 times that of regular live streams, with a monthly growth rate 6 times that of other live formats. These new formats are valuable references for platforms.

2. For expansion path references, TikTok Shop has expanded rapidly via the FBT model, covering 16 countries globally within one year; Dewu opened onboarding for local sellers in Russia to adopt a local-to-local model; and JD’s Joybuy plans to onboard third-party sellers in Europe to shift from a pure self-operated model to a hybrid marketplace model. All these expansion paths are valuable references.

3. For risk mitigation reminders, the U.S. elimination of the $800 de minimis tax exemption has directly pushed up fulfillment costs for cross-border business with the U.S. Meanwhile, the U.S. has introduced an AI advertising compliance law, so platforms need to update their rules in advance to help merchants adapt to compliance requirements and mitigate overall industry compliance risks.

This article aggregates multi-dimensional latest developments in the cross-border e-commerce sector recently, recording new changes across multiple industrial levels, and providing fresh research materials and latest data for industrial research. Core information is as follows:

1. For new industrial trends, the fulfillment-by-platform (FBT) model has become the core direction for global expansion in cross-border e-commerce. TikTok Shop FBT has covered 16 countries globally in a short period, with its U.S. business doubling year-over-year and growth of 71% in the UK and EU, confirming the model’s viability. Meanwhile, localized fulfillment has become an industry consensus: after AliExpress launched local delivery in five countries, local delivery orders in Europe exceeded 50% of total orders, surpassing cross-border direct shipping. The overall industry is iterating toward more efficient localized operations.

2. For new issues and policy trends, generative AI is increasingly deeply applied in e-commerce scenarios. The U.S. has enacted the world’s first digital human advertising act to regulate AI advertising content, and the elimination of the de minimis tax exemption has pushed up fulfillment costs for the entire industry’s U.S.-bound business. These new changes provide new research topics for industrial policy and industry development research.

3. For latest research data, this article collates latest data for multiple regional markets, including consecutive three months of year-over-year traffic growth for mainstream Southeast Asian e-commerce platforms, a 21% year-over-year increase in U.S. MAU for Temu despite reduced ad spend, and 80 new international cargo routes added by China in the first five months of this year, with cross-border e-commerce cargo accounting for the dominant share. All these data provide support for industry trend research.