Amazon Accelerates Delivery in Mexico; EU Implements New Online Return Regulations | Cross-Border E-commerce Weekly Report

[Ebrun Original] Here are the key developments in the cross-border e-commerce sector over the past week:

# Platform Updates #

[Amazon]

1. Amazon Tightens Accuracy Requirements for Self-Fulfillment Times, May Force Takeover for Early Shipments

Starting June 29, Amazon requires self-fulfilling sellers to maintain accurate handling times. If a specific SKU is shipped more than one day faster than the promised time and remains unadjusted for 30 consecutive days, Amazon will automatically take over and set the handling time, offering 180-day protection for late shipment rates. Sellers are recommended to enable the automated handling time feature. Amazon claims that reducing the promised delivery time by one day can increase sales by an average of 5%. This move has sparked protests from sellers, with some arguing that the platform is indirectly incentivizing delayed shipments, stating they will set handling times to one week and hold inventory until the last day to ship.

2. Amazon Prime Membership Launches in South Africa

Amazon announced the official launch of its paid Prime membership service in South Africa, with a monthly fee of 59 South African Rand (approximately $3.61) and an annual fee of 399 Rand. Members enjoy exclusive benefits such as expedited delivery and video content. This marks Amazon's further expansion into the African market, aiming to attract local consumers with a cost-effective membership service.

3. Amazon Mexico Launches 'Delivery Within Hours' Service, Covering Three Cities Including Mexico City

Amazon Mexico has launched its 'Entrega en Horas' (Delivery Within Hours) service, now covering Mexico City, Monterrey, and Guadalajara. Prime members receive free delivery on orders over 199 pesos, while non-members pay 45 pesos. Simultaneously, a 'Morning Delivery' service has been introduced, allowing orders placed at night to be received the next morning. A survey shows that 89% of Mexican online shoppers believe faster delivery brings peace of mind.

4. Amazon Plans to Invest Over ?10 Billion to Upgrade European Fulfillment Centers

Amazon announced it will invest more than ?10 billion in Europe to expand and upgrade its fulfillment center network. The projects cover major EU countries including Germany, France, Italy, and Spain, and will be led by Amazon's in-house logistics team. This initiative aims to improve order fulfillment efficiency and warehouse automation, with large-scale deployment of new sorting and handling robots.

[TikTok]

1. TikTok Shop Southeast Asia Bans Live 'Blind Box'-Style Card Reveals

To maintain transaction transparency and mitigate gambling risks, TikTok Shop Southeast Asia recently issued new rules strictly prohibiting any live 'unboxing' activities with 'blind box' attributes or uncertain outcomes. Merchants are required to clearly display possible items and the method for determining results during live broadcasts. The platform considers all unboxing methods involving random cards, draft-style, bounty-style, card-drawing games, point systems, chain games, health point battles, or any other gambling or probability-based mechanisms as violations, with offending merchants facing account penalties.

2. TikTok Shop US Adjusts Fulfillment Assessment, Adds Missing Scan Appeal Channel

Effective June 8, TikTok Shop US optimized its order fulfillment compliance assessment: it removed the separate penalty for 'logistics delivery delay,' meaning delays by carriers after the seller completes the first scan on time will no longer incur penalties; it added an appeal channel for 'delayed or missing shipment scan,' allowing sellers to appeal and have penalties removed by providing evidence such as pickup handover documents stamped by the logistics provider. The hard requirements for on-time shipment and first scan within 2 business days remain unchanged, and the on-time delivery rate only counts seller-controllable stages. Sellers are advised to confirm handover documentation with logistics providers to avoid erroneous penalties.

[Temu]

1. Temu Slashes US Advertising Budget Significantly

Temu significantly reduced its US advertising spending in the first five months of this year: spending on platform X dropped 95% year-over-year, YouTube and TikTok each dropped 74%, Snapchat dropped 46%, and Instagram dropped 10%. 75% of the budget is still allocated to Meta platforms. Simultaneously, it increased advertising spending on Pinterest by 66%, doubling its share to 12%. During the same period, monthly US downloads remained stable at 5.5 to 6.8 million, and monthly active users still grew 21% year-over-year, indicating a strategic shift towards refined operations.

[Alibaba]

1. AliExpress Goes Global for 618: Forms Network of 100 Influencers to Drive Brand Livestreams

AliExpress's 'Brand ' global brand initiative has been upgraded again. On June 1, the platform announced that during this year's 618 shopping festival, it will launch the 'Global 100 Influencers Brand Livestream' campaign, forming a network of 100 overseas influencers to conduct livestream sales for Chinese brands participating in the AliExpress 'Brand ' program worldwide.

On the first day of AliExpress's overseas 618 promotion, June 1, the 'Global 100 Influencers Brand Livestream' officially commenced, with two top influencers from Spain and Japan arriving at Alibaba's Xixi campus to start cross-border livestreams, introducing Chinese brands to local consumers through the camera.

According to AliExpress, at least 100 such livestreams will be held during this year's 618 period. Apart from the two in Hangzhou, the rest will be broadcast locally overseas, covering 14 countries including Spain, France, Italy, Poland, Germany, the United States, and Brazil. The number of participating Chinese brands reached 60, such as Xiaomi, Gamesir, Honor, and Ugreen.

[Shopee]

1. Vietnamese Competition Regulator Intervenes, Shopee Postpones New Fee Policy

Southeast Asian e-commerce platform Shopee recently faced regulatory pushback in Vietnam regarding a fee program called the 'Visibility Maintenance Plan.' After Vietnam's competition regulator expressed concerns about the potential impact of this policy on sellers and market competition, Shopee has decided to postpone the implementation of its planned fee adjustments.

The National Competition Commission under the Ministry of Industry and Trade disclosed that it had received multiple complaints in May regarding e-commerce platform fee adjustments and new fee items. The agency pointed out that such fee changes could increase merchants' operational costs, which could then be passed on to product prices and affect the market competition landscape.

[SHEIN]

1. Logistics Control Tightens Again! SHEIN Restricts Self-Fulfillment for US Semi-Managed and Self-Operated Merchants

SHEIN issued an official announcement titled 'Notice on Restricting the "Export Address Fulfillment" Function,' stating that the platform will restrict the 'Export Address Fulfillment' function for orders from US semi-managed and self-operated merchants starting June 30, 2026, supporting only the 'Online Order' (using platform logistics) fulfillment function. It is important to note that for special orders with oversized items that cannot be shipped, the 'Export Address Fulfillment' function can still be used, subject to the system page display.

'Online Order' refers to sellers being required to use the platform's partnered logistics system for fulfillment, where the seller prints the shipping label in the backend system and schedules pickup by the platform's partnered logistics provider. 'Export Address Fulfillment' refers to using the merchant's own partnered logistics provider for shipping, meaning the merchant arranges shipping independently and uploads the tracking number.

[Other Platforms]

1. eBay Plans to Launch Platform-Unified Shipping Model

eBay's new user agreement, effective June 28, introduces a new shipping label system, mirroring models of similar platforms. Eligible items must use platform-designated shipping labels; shipping fees paid by buyers belong to the platform, and shipping costs for free shipping orders will be directly deducted from the seller's account. This model references the existing shipping service in the UK. The new rules also detail responsibilities regarding return shipping costs and declaring volumetric weight. Many sellers worry the new rules will compress profits and increase operational risks.

2. Best Buy Unveils Transformation Plan, Focusing on New Retail and AI Business

Best Buy's newly appointed CEO announced the company's development strategy, stating it will no longer be confined to traditional retail and will transform by venturing into retail media and advertising. Impacted by industry competition, its performance has lagged behind the US electronics market. The brand plans to expand its third-party marketplace, add trendy toy categories, and collaborate with OpenAI and Google to develop AI-powered e-commerce. Simultaneously, it will intensify store renovations, open small and medium-sized stores, and create dedicated zones in 70 stores for VR experiences and outdoor products.

3. Otto Group Releases Annual Report: Revenue Slightly Down but Profit Doubles

For the fiscal year ending in February, the Otto Group's overall revenue was ?13.8 billion, a decrease of 7.4% year-over-year, mainly due to the sale of subsidiaries and weakness in the apparel business. However, corporate profits grew significantly, with EBIT increasing from ?276 million to ?641 million, and after-tax profit reaching ?312 million. Newly appointed executives stated that platform development, financial business gains, and cost control were the core reasons for the substantial profit increase.

4. Walmart's Drone Delivery Surpasses 1 Million Deliveries, Focusing on Expanding to Remote Markets

Walmart announced its drones have completed over 1 million deliveries. This milestone marks the widespread application of drone technology in retail logistics, showcasing Walmart's continuous innovation in improving delivery efficiency and customer experience. Through drone services, Walmart can provide faster delivery options to more remote areas, further solidifying its leading position in the retail industry.

5. POIZON Launches 'Local-to-Local' Model Recruitment in Russia

POIZON announced a local-to-local cooperation with Russian brands and sellers, with its first local partner being cosmetics manufacturer Farres. The new model allows local Russian merchants to list products on the platform and fulfill orders domestically, enjoying supporting services such as product card creation, visual materials, customer service, and order processing. The platform stated this provides Russian brands with an additional online sales channel and will continue to introduce multi-category local brands to expand its presence in the Russian market.

# Merchant Circle #

1. Lingzhi Wujie Completes Pre-A+ Round Financing, Focusing on Commercializing Home Embodied AI Starting with Vision

NAVO, an AI vision robot brand incubated by Dreame Technology (operated by Shenzhen Lingzhi Wujie Technology Co., Ltd.), announced that following a tens of millions of RMB Pre-A round financing last year, it has completed another tens of millions of RMB Pre-A+ round financing, with follow-on investment from existing investor Sky Factory Venture Capital Fund. This round of funding will focus on two areas: accelerating the scaling of visual hardware business and global channel expansion; and investing in the R&D of home embodied robot systems, accelerating the brand's strategic transition from 'AI Vision' to 'Embodied Intelligence.'

# Overseas Marketing #

1. Vietnam Implements New Rules Strictly Controlling Absolute Advertising Terms, Violators Face Fines Up to 5,400 RMB

The Vietnamese Ministry of Culture issued a notice stating that starting July 6, absolute terms such as 'first,' 'only,' and 'best' can only be used if supported by market research reports from qualified institutions or authoritative award certificates. According to Government Decree No. 87, using such terms without factual basis will result in fines ranging from 10 million to 20 million Vietnamese Dong (approximately 2,700 to 5,400 RMB), along with orders to remove the violating content and publicly correct it.

# Cross-Border Logistics #

1. Three Major International Carriers Jointly Urge EU: Small Parcel Tariff Policy Should Be Implemented Gradually

Recently, the world's three major international express carriers—DHL, FedEx, and UPS—jointly issued a public appeal to EU member state finance ministers, urging the EU to adopt a phased implementation plan for the new customs regulatory framework for low-value cross-border parcels, rather than fully implementing all measures at the set deadline.

The three companies warned that the relevant technical systems, data standards, and operational processes are not yet fully ready. If all reforms are implemented simultaneously as originally planned by July 1, 2026, it could cause severe disruption to Europe's cross-border logistics system.

# Policies & Data #

1. US Proposes Additional Tariffs of Up to 12.5% on China

The US Trade Representative's office proposed imposing additional tariffs of up to 12.5% on imports from 60 economies because these economies failed to prohibit goods produced using forced labor.

These 60 economies include most trading partners, including China, the EU, and Japan. This marks the second time the Trump administration has announced new import tariffs since the US Supreme Court overturned several previous Trump administration import tariffs in February.

The rates are divided into two tiers: China, India, Vietnam, Indonesia, Brazil, Turkey, Thailand, Malaysia, and 45 other economies face a 12.5% additional tariff; Canada, the EU, the UK, Australia, Singapore, and New Zealand are set at 10%.

2. EU to Implement New Online Return Regulations, Requiring Simplified Return Process

Starting June 19, 2026, online retailers selling goods to EU consumers must comply with EU Directive 2023/2673 by providing a clearly visible digital return function directly within the shopping process, making the contract cancellation process as simple as placing an order. Originally classified as a consumer protection update, e-commerce operators now widely view this rule as a significant operational challenge covering multiple aspects such as returns, logistics, refunds, and platform compliance across Europe.

It is understood that fashion and lifestyle brands, e-commerce platform sellers, UK and non-EU cross-border sellers, and e-commerce businesses with inherently high return rates are expected to face the greatest pressure.

3. Russia Officially Activates SPOT System, Phasing in Import Deposit Requirements

The Russian Prime Minister signed a decree implementing the SPOT (System for Confirmation of Goods Arrival) system starting June 1 to monitor imports into the Eurasian Economic Union. For goods imported from the Union in June, tax deposit payments begin July 1; for goods imported from Belarus between June and October, the new rules take effect November 1. Operated by the Russian Federal Tax Service and verified by customs, the system aims to regulate cross-border trade and combat gray imports and tax evasion.

4. Vietnam Designated as US 301 Investigation Priority Review Target, Transit Furniture Exports Face Strict Scrutiny

For the first time in 13 years, the US 2026 Special 301 Report designated Vietnam as a Priority Foreign Country, and the US may initiate a 301 investigation within 30 days. Much of China's HS9403 furniture is assembled in Vietnam and then sold to the US; this transit model is under focused scrutiny by the US. US customs is tracing raw materials and production processes, while platforms like Amazon are tightening patent reviews. Non-compliant goods face seizure and additional tariffs, and relevant merchants are advised to promptly complete compliance documentation.