TikTok Shop Upgrades Brand-Takeover Model; Amazon's AI Assistant Rufus Surpasses 300 Million Users | Cross-Border E-commerce Weekly Report

[Ebrun Exclusive] Here's what happened in the cross-border e-commerce sector over the past week:

# Platform Updates #

【Amazon】

1. Amazon to Add "High Return Rate" Label

Amazon announced that starting February 16, 2026, it will introduce a "Frequently Returned Item" badge on certain product detail pages. This label will be displayed on products with a return rate higher than their category average, aiming to help consumers make more informed purchasing decisions. Amazon stated this new identifier is a supplementary measure to the existing "Below Average Return Rate" label. Previously, the platform displayed positive indicators for products with lower-than-average return rates; the new "High Return Rate" badge will further enhance the visibility of return information in the consumer shopping journey.

2. Amazon Europe Enhances KYC Verification: Sellers Required to Submit Personal Tax Certificates

Amazon Europe has initiated a new round of KYC (Know Your Customer) verification, adding a requirement for sellers to provide personal tax certificates. Sellers can obtain the necessary documentation through channels like the personal tax app, electronic tax bureau, or local tax offices.

3. Amazon Global Prime Fast Delivery Exceeds 13 Billion Shipments, Setting New Records for Third Consecutive Year

Amazon released 2025 Prime fast delivery data, showing that the global number of items delivered via Same-Day and One-Day delivery has surpassed 13 billion, a new record representing 44% year-over-year growth. This marks the third consecutive year Amazon has broken this record. In the US market, the number of Prime fast-delivery items grew over 30% year-over-year to 8 billion items, with groceries and daily essentials accounting for over 4 billion shipments, making up half of the US Prime fast-delivery volume.

4. Amazon's Smart Hub Warehouse Opens in March, Enabling "Ship from Shenzhen, Sell Globally"

Amazon announced that its Amazon Global Warehousing and Distribution (GWD) smart hub has been established in Shenzhen and will open in March 2026. Sellers only need to send their inventory to the origin warehouse, and it can be listed for sale on Amazon storefronts. Shipments will be handled by Amazon Global Logistics (AGL) for cross-border transport and can connect with the Fulfillment by Amazon (FBA) network, gradually realizing "one inventory pool supplying the world."

5. Amazon Q4 Earnings: Revenue Grows 14%; AI Assistant Rufus Users Exceed 300 Million, Contributing $12 Billion in GMV

Amazon released its fourth-quarter financial results. Q4 revenue reached $213.386 billion, a 14% increase year-over-year; net profit was $21.192 billion, up 6% year-over-year. The earnings report also highlighted progress on the AI assistant Rufus. Amazon disclosed that Rufus is now used by over 300 million customers, with user feedback stronger than internal expectations, and it contributed nearly $12 billion in incremental annual sales over the past year.

【TikTok】

1. TikTok Shop US Launches Photo Post Carousel Feature, Enabling Merchants to Boost Content Conversion at Lower Cost

TikTok Shop US officially launched the "Photo Post Carousel" feature in February, allowing merchants to create sales content directly using product images and link product URLs. Currently available to strategic key merchants and sellers at T3 level and above, each photo post will receive organic traffic recommendations, with no limit on the number of posts. Merchants can use the mobile app to upload at least two product images, add background music and text descriptions, and attach product links, with support for scheduled publishing (up to 50 posts scheduled up to 30 days in advance). Additionally, the platform offers invited merchants the ability to automatically sync photo content from their Instagram accounts from the past 12 months to TikTok, further lowering the barrier for content creation.

2. TikTok Shop Southeast Asia Issues AIGC Usage Guidelines, Strictly Controlling False Marketing and Sob Stories

TikTok Shop Southeast Asia released new rules explicitly permitting the use of AI-Generated Content (AIGC) provided it complies with platform content policies. However, the platform emphasized that AIGC should only be used to assist creative content and help consumers understand products, not to mislead buyers, fabricate product effects, or create false sob stories to induce purchases. The platform outlined three main AIGC creation guidelines: AI-generated content must accurately represent the product's color, size, functionality, etc., and must not distort the product's true condition; using AI, filters, or editing tools to fake "after-use" effects by real people or virtual models is prohibited; creating sob stories or crisis scenarios using AI-generated characters or settings to pressure viewers into buying is prohibited.

3. TikTok Shop Brand-Takeover Model Upgraded: Supports Country-Specific Pricing, Separate Venue Settlement, and Self-Set Marketing Campaign Pricing

Following the launch of the "Brand-Takeover" model last year, TikTok Shop has recently introduced three major upgrades to the service: support for independent pricing by country, support for separate settlement between the content field and the shelf-based field, and support for self-set pricing for various marketing activities. The "Brand-Takeover" model is designed for merchants aiming to build overseas brands. It retains the advantages of the takeover model, where merchants hand over cross-border logistics, warehousing, and customer service to the platform, while allowing merchants to bind brand accounts, customize storefronts and product details, participate in product pricing, and enjoy greater autonomy in content, advertising, and major promotions.

4. TikTok Shop Brazil Sees Merchants Hitting 10,000 Daily Orders; Influencer Count Surpasses One Million

TikTok Shop, in partnership with payment service provider PingPong, held its first self-operated merchant conference for Brazil in Shenzhen, announcing the latest growth figures and merchant recruitment information for TikTok Shop Brazil. Official data shows that since its launch in May 2025, TikTok Shop Brazil's daily paying users have grown 53 times, the number of influencers has climbed to one million, and merchants achieving 10,000 daily orders have emerged. On the first "Black Friday" promotion day for TikTok Shop Brazil, platform-wide GMV surged 129% compared to the Double Ten promotion day, with live stream sales increasing by 143%. Notably, the apparel category on TikTok Shop experienced rapid growth in Brazil: GMV grew 10x from May to July 2025, increased 185% from July to September, and rose 136% by November.

【Alibaba】

1. AliExpress Introduces Three Favorable Policies in Brazil

AliExpress announced three favorable policies for the Brazilian market. First is a Free Return Guarantee, addressing the relatively high cost of returns in Brazil, AliExpress is offering this service to cross-border POP self-operated merchants. Second is the launch of the "Certified Delivery" logistics service, where the platform provides packing and logistics solutions to improve fulfillment quality. Third is the "Super Item Bidding" activity for merchants shipping from local warehouses, offering high-exposure resources like homepage recommendations, search weighting, and priority selection for advertising resources, coupled with targeted subsidies to boost conversion and repurchase rates for locally shipped goods.

2. AliExpress Direct Mail to Russia May Face Post-Lunar New Year Delays; Some Orders to Arrive in Late March

Due to the Chinese Lunar New Year holiday on February 17, 2026, domestic factories, logistics, and ports will face temporary shutdowns, potentially causing delays for AliExpress orders shipped directly from China to Russia. Orders not shipped by mid-February are expected to be delayed until late March, with logistics gradually returning to normal about two weeks after the holiday.

3. AliExpress Requires Spain-Based Sellers to Complete Pan-European VAT Registration by March 31 Deadline

AliExpress issued an important notice requiring all merchants shipping from Spain to other EU countries to complete Pan-European sales VAT registration promptly, otherwise relevant sales permissions will be subsequently revoked. The platform is offering a temporary extension for eligible merchants, with a deadline of March 31, 2026. Merchants need to submit three documents: Merchant ID, Spanish VAT number, and relevant proof, and apply for internal approval through their designated platform representative.

【Pinduoduo Temu】

1. Hungarian Post Signs MoU with Temu to Deepen Cross-Border Logistics Cooperation

Hungarian Post signed a Memorandum of Understanding (MoU) with cross-border e-commerce platform Temu. The two parties plan to further deepen business cooperation and explore joint development opportunities. This collaboration aims to optimize logistics processes for Hungarian e-commerce businesses selling on Temu, providing local consumers with faster, more efficient delivery services. In recent years, Temu has continued to increase its investment in the European market and gradually opened its platform to local sellers. According to the cooperation plan, future Temu sellers in Hungary will be able to directly handle parcel shipping and returns management on the platform.

2. Temu and SHEIN Suspend Cross-Border Business in Turkey, Shift to Local Operations Pending Regulatory Adjustments

Pinduoduo's cross-border e-commerce platform Temu has suspended cross-border sales to Turkey. The platform currently only retains local sellers and domestically shipped goods, shifting its business model towards local e-commerce. Meanwhile, another Chinese cross-border e-commerce platform, SHEIN, has also announced a suspension of sales activities in Turkey due to changes in local regulations, with a specific resumption date yet to be determined.

【Shopee】

1. Shopee Brazil Adjusts Services and Fees for 2026

Shopee Brazil will adjust some services and fees effective March 1, 2026. The Free Shipping Service (FSS) will be provided as a basic service free of charge to all sellers. Commission rates for cross-border direct shipping and third-party warehouse stores will be adjusted accordingly, while the commission and fee cap per item for third-party warehouse goods will be removed. The platform will also increase benefits for buyers, launching incentives like free shipping vouchers and payment channel-specific discounts to help sellers boost sales. The new fee structure will apply to orders generated after March 1. Commissions will be calculated based on the total amount of the item price, platform subsidy, and seller discount multiplied by the corresponding rate. Refer to the official announcement for specific rates and calculation examples.

2. Shopee Singapore Tightens Late Shipment Rate Metrics, Penalty Threshold Lowered to 5%

To improve order fulfillment timeliness and delivery experience, Shopee Singapore will optimize the Late Shipment Rate (LSR) assessment mechanism. Starting March 10, 2026, the LSR penalty threshold will be reduced from 10% to 5%. Sellers with a weekly LSR exceeding 5% will be penalized under the seller penalty point system. To assist sellers with the transition, the platform will provide a two-week grace period (March 10-24). During this time, if a seller's LSR exceeds the new threshold but remains below the original 10% ceiling, penalty points will be automatically waived.

3. Shopee Philippines Requires Sellers to Issue E-Invoices

Shopee Philippines recently issued a notice requiring e-commerce sellers on the platform to comply with the Philippine Bureau of Internal Revenue's Revenue Regulations No. 11-2025 by issuing e-invoices to buyers by December 31, 2026. Micro-taxpayers with annual total sales below 3 million Philippine Pesos, who qualify under the "Simplified Net Income Taxation Scheme," are temporarily exempt.

【Other Platforms】

1. Walmart Plans to Launch Cross-Border Shipping Program "Walmart Exports"

Walmart plans to launch a cross-border shipping program called "Walmart Exports" in early 2026. According to information sent to sellers, the program will allow eligible items to be shipped directly from the US to Mexico and Canada, with plans to expand to more countries later. Eligible items enrolled in Walmart Fulfillment Services will be automatically included; sellers need take no additional action. Consistent with existing fulfillment services, item picking, packing, and shipping will be handled by Walmart.

2. Mercado Libre Activates Largest Cross-Dock Logistics Center in Latin America

Argentine e-commerce platform Mercado Libre officially activated its largest Cross-Dock logistics center in Latin America, located in Cuautitlán Izcalli, State of Mexico. The center spans over 80,000 square meters and currently handles 600,000 packages daily. By 2026, the center is expected to gradually increase automation and expand capacity in phases. This project is part of Mercado Libre's $657 million investment plan in Mexico, with $140 million invested solely in the State of Mexico in 2025, expected to create about 1,000 local jobs.

3. Russia's Yandex Market Plans to Recruit 30,000 Chinese Sellers in 2026

Russian e-commerce platform Yandex Market announced plans to recruit 30,000 Chinese sellers in 2026 to further expand platform order volume. In 2025, the platform's cross-border order volume increased by 450% year-over-year, showing strong growth momentum. To attract more Chinese sellers, Yandex Market will provide comprehensive support in logistics, payments, and operations: logistics lead times can be shortened to 7-13 days via border warehouses like Heihe; partnering with channels like LianLian Pay can reduce fees by up to 60%; and search ad tools are being optimized to help promote new products.

4. Ozon Announces Logistics Fee Reductions Effective April 6

Ozon announced that it will reduce logistics fees and simplify the fee calculation method starting April 6, 2026. For FBO (Fulfillment by Ozon) items with a volume of 5 liters or more, delivery costs will decrease; for FBS (Fulfillment by Seller) items, almost all volume tiers will enjoy lower delivery prices. Adjustments will also cover reverse logistics like returns. Ozon noted that the previous logistics fee calculation was complex, involving a base fee for the first 3 liters, subsequent volume surcharges, and average delivery time. After the adjustment, sellers will directly see the shipping cost for a specific item from origin to destination, enabling more efficient cost calculation and pricing planning.

5. eBay Updates Marketing Terms: Video Ads and Product Comparison Feature Coming Soon

eBay updated its marketing terms in preparation for the upcoming launch of video advertisements and a "Product Comparison" feature. The new rules include video ads as an ad content type and incorporate "Product Comparison" interactions into ad attribution calculations. They also add clauses regarding user responsibility for ad content and allow the platform to automatically transfer relevant settings when changing marketing services. This adjustment is seen as a signal of eBay's move into AI tools for buyers.

6. Walmart Launches Official "Post-Purchase Review" Program, Allowing Sellers to Incentivize Reviews with Coupons

Walmart launched a "Post-Purchase Review" program for third-party sellers, allowing them to incentivize buyers to leave product reviews by offering coupons. The program is currently available only to select eligible sellers. The platform explicitly prohibits sellers from soliciting positive reviews via email, offering gift cards, or including promotional materials in packages; violators risk account suspension. Besides this official program, sellers can increase reviews through three compliant methods: using Walmart's Review Accelerator tool, partnering with authorized third parties for product trial campaigns, or syncing reviews from external websites. All product reviews are subject to FTC regulations.

7. Dutch E-commerce Platform Bol Plans to Introduce 3PL Services

Dutch e-commerce platform Bol is introducing Third-Party Logistics (3PL) services. Bol plans to bring in external logistics and fulfillment companies to provide warehousing and order processing services for cooperating sellers on its platform. Previously, Bol sellers could only outsource fulfillment to Bol's own logistics system; in the future, they will be able to choose other 3PL providers within the Bol ecosystem.

8. JD.com's European Online Retail Platform Joybuy to Officially Launch in March

JD.com and the China-Britain Business Council (CBBC) recently signed a strategic cooperation agreement at the UK-China Business Forum. According to the agreement, CBBC will facilitate in-depth cooperation between local high-quality enterprises and JD.com, while JD Worldwide will provide full-chain support for British brands, including Chinese market insights, customized operational services, and access to JD's e-commerce ecosystem and logistics network. Simultaneously, JD.com revealed important progress for its UK local business: its European online retail platform, Joybuy, will officially launch in March this year.

# Cross-Border Logistics #

1. USPS Launches International Duty-Paid Delivery Service for Canada, Germany, and UK Routes

The United States Postal Service (USPS) officially launched a new international service called "USPS Delivered Duty Paid" (DDP). This service allows senders to prepay import duties, taxes, and fees for parcels shipped to Canada, Germany, and the UK, ensuring recipients bear no additional costs upon delivery.

# Industry Policies & Data #

1. Joko's 2025 French Consumption Trends Report: Temu Rises, Low-Price Platforms Grow Against the Trend

According to Joko's "TOP 100 Stores Most Shopped by the French in 2025" report, French residents, under budget pressure, leaned towards low-price consumption in 2025. Temu's ranking jumped 7 places to 13th. AliExpress rose to 32nd, while Amazon ranked 5th. The offline discount platform Action entered the top ten, indicating continued consumer preference for hard discount models. The second-hand platform Vinted surpassed Shein to become the largest low-price fashion platform in France, reflecting consumer demand for both sustainability and value.

2. General Administration of Customs: China's Toy Exports Decline for Third Consecutive Year; 2025 US Exports Hit Five-Year Low

According to data from the General Administration of Customs, China's toy export value in 2025 was $34.809 billion, a decrease of 12.68% year-over-year. This marks the third consecutive year of decline, with the rate of decline accelerating. US tariff policies are considered a primary factor, with exports to the US dropping to $8.588 billion (down 18.59%), the lowest value in nearly five years. Exports to the EU market fell 13.23%, Southeast Asia as a whole declined 18.7%, and exports to Mexico plummeted 31.55% due to weakened transshipment advantages. However, emerging markets like Argentina (+42.38%) and the Czech Republic (+47.09%) saw counter-trend growth.