Temu Cuts U.S. Ad Spend While MAU Grows Steadily; AliExpress Launches Local Delivery in Five Countries | Cross-border E-commerce Weekly

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

# Platform Updates #

【Amazon】

1. Amazon's AI Shopping Assistant Alexa Launches AI Customization Feature

Amazon is expanding the application of generative AI in shopping scenarios. Through the new 'Alexa for Shopping' feature, consumers can directly use AI to design personalized products. Currently available to U.S. users, the feature allows the creation of custom items like T-shirts, hoodies, and water bottles, with more categories to be added. Consumers simply describe their creative ideas to the AI assistant, which then generates corresponding designs. These designs can be shared with family and friends for group purchases. Upon purchase confirmation, Amazon fulfills production and delivery through its Merch on Demand service, which handles on-demand manufacturing, logistics, and includes Prime delivery.

2. Amazon to Invest ￡10 Billion in Northamptonshire, UK

Amazon announced an investment exceeding ￡10 billion in Northamptonshire, UK, and an expansion of its headquarters campus in Shoreditch, London. This investment is expected to create over 4,000 jobs and forms part of Amazon's broader ￡40 billion UK investment plan announced for the period 2025-2027. This plan, one of the company's largest outside the U.S., includes new fulfillment centers, a new technology headquarters in Swansea, and various infrastructure projects.

3. Amazon's Less-than-Truckload Service Opens to Third-Party Warehouses

Amazon Supply Chain has opened its Less-than-Truckload (LTL) service, which consolidates shipments from multiple shippers, to third-party warehouses and businesses, moving beyond its own FBA network. Sellers and businesses can now use Amazon LTL to ship goods to any third-party warehouse, distribution center, or retail partner location. This complements the existing Full Truckload (FTL) service, which already supports third-party deliveries.

4. Amazon Europe Launches 'Add to Delivery' Feature for Prime Members

German e-commerce association Haendlerbund reported that Amazon is rolling out an 'Add to Delivery' feature in Europe. This allows Prime members to add items to an existing, unshipped order with one click, without additional checkout steps or shipping fees. Expected to launch this year in Germany, the UK, Spain, Italy, and France, the feature aims to increase shipment consolidation, reduce single-item deliveries, and encourage last-minute add-on purchases, thereby boosting the platform's average order value (AOV).

【TikTok】

1. TikTok Shop's Full Hosting Model Accelerates: U.S. Business Doubles Year-over-Year, Now in 16 Countries

The TikTok Shop Full Hosting Merchant Conference was recently held in Guangzhou. Official data from May 2026 shows that the U.S. business under this model has doubled year-over-year. Business in the UK and four EU countries has grown 71% year-to-date, while daily GMV in Mexico and Japan has repeatedly hit new highs. The global expansion of TikTok Shop Full Hosting is accelerating further. Recently, the platform has opened merchant applications for eight new countries: Poland, the Netherlands, Belgium, the Czech Republic, Austria, Greece, Portugal, and Hungary, bringing its total market network to 16 countries. Through the 'Sell Globally from One Hub' feature, merchants can manage inventory for multiple markets with a single stock, achieving efficient growth via 'quality product supply localized content.'

2. TikTok Shop Mexico's Full Hosting GMV Soars 14x During Hot Sale

During Mexico's Hot Sale promotion, TikTok Shop's Full Hosting model saw overall GMV increase by 176%, a 14-fold surge compared to the previous year. Content-driven sales grew 194%, while product listing sales grew 168%. The hashtag #HotSaleEnTikTokShopMX garnered over 1.2 billion impressions. Three key categories performed exceptionally: summer products (GMV up 231%), sports event-themed products (up 233%), and spring products (up 214%).

3. TikTok Shop U.S. Updates Content Quality Policy, Bans AI Voiceovers and Static Livestreams

On May 23, 2026, TikTok Shop updated its content quality policy for U.S. sellers and creators. It explicitly prohibits the use of AI-generated voices, pre-recorded audio, broadcast-style audio tracks, static images covering over 50% of the screen, PDP screenshots, or looped animations in livestreams and shoppable short videos. Livestreams must feature hosts communicating in real-time via spoken language or sign language and promptly responding to viewer comments. Shoppable short videos must include at least three seconds of real, dynamic footage showing people or products, and cannot be entirely static. They also require clear video quality, good audio, and multi-angle, step-by-step product demonstrations. Violations may result in content removal, store performance penalties, commission restrictions, or account suspension. The policy links content compliance directly to account health scores. Sellers are advised to adjust livestream scripts and video production standards, use real-person interaction, and utilize the platform's 'Pause LIVE' feature for host absences to avoid negative impacts on store ranking.

4. TikTok Shop U.S. Mid-Year Sale Starts June 18, Debuts Live Auctions with Dedicated Day

The TikTok Shop U.S. 2026 Mid-Year Sale will run from June 18 to July 3 (Beijing Time), starting earlier than previous years to capture shopping opportunities around the FIFA World Cup 2026 (opening June 11), Father's Day (June 15), and the U.S. Independence Day 250th anniversary (July 4). A major highlight this year is the formal integration of 'Live Auction' into the promotion. Cross-border third-party sellers have been able to activate this feature since March. Live auction rooms have generated an average GMV four times that of regular livestreams, with a monthly growth rate from January to April six times higher. The platform will designate June 26 as a dedicated 'Auction Day,' offering a 3% commission reduction and other incentives for major events.

【Alibaba】

1. AliExpress Launches Official Local Delivery Service; Local Shipments in Europe Surpass Cross-border Direct Shipments

AliExpress has launched its official local delivery service in the U.S., Poland, France, Spain, and Mexico, covering Europe, North America, and Latin America. By joining, merchants can leverage overseas warehouses to achieve more stable and cost-effective 'local fulfillment and local delivery.' During AliExpress's Summer Sale, in key markets like Spain, France, and Poland, the proportion of orders shipped from European local warehouses exceeded 50% for the first time, surpassing cross-border direct shipments. The official 'Platform Delivery' service reportedly reduces average fulfillment time from 5 days to 3 days and offers logistics pricing 10%-20% below market average. Merchants also gain certain penalty exemptions: late pickups or delayed arrivals are not penalized, and NR (Not Received) cases are excluded from store performance metrics. Furthermore, merchants using 'Platform Delivery' get priority in local flash sale campaigns and will enjoy benefits like early fund disbursement in the future.

【Pinduoduo Temu】

1. Temu's U.S. Ad Spend Plummets, But Monthly Active Users Show Steady Growth

Third-party data indicates Temu's advertising expenditure in the U.S. market is undergoing a sharp contraction, with spending on major social platforms experiencing a cliff-like drop. However, user data for the same period (January-May 2026) shows resilience, with Temu's U.S. monthly active users still recording 21% year-over-year growth. Analysts suggest the budget cuts and reallocation coincide with the timeline of U.S. tariff policy adjustments and the termination of the 'de minimis' rule. Previously, imported goods valued under $800 were exempt from tariffs and full customs inspection. The removal of this rule has directly increased Temu's fulfillment costs.

【Shopee】

1. Shopee Launches Official Service Provider Recruitment Across Multiple Fields

Shopee has officially launched a recruitment program for official service providers, inviting capable partners in areas such as first-mile logistics, overseas warehousing, digital ERP solutions, tax and compliance, product certification, managed operations, training institutions, and instructors to join its ecosystem. The move aims to strengthen the seller service network and provide more systematic support for sellers of different sizes and growth stages.

【Other Platforms】

1. SHEIN Opens New Logistics Center in Dublin, Ireland

SHEIN announced the opening of a new e-commerce logistics facility in Dublin, Ireland, creating 30 local jobs. This is part of its ongoing expansion of its European logistics network to enhance delivery and service capabilities in Ireland and across Europe. The facility, located in the Greenogue Business Park in Rathcoole, Dublin, spans approximately 16,000 square feet and houses warehousing and office roles. Previously operated by a third-party logistics provider, it is now under SHEIN's direct management to support the further expansion of SHEIN's regional fulfillment system in Europe.

2. JD.com's Joybuy Plans to Introduce Third-Party Sellers in Europe

JD.com's cross-border e-commerce platform Joybuy is planning to introduce third-party sellers in Europe, transitioning towards a marketplace model. A Joybuy spokesperson confirmed, 'We are working with trusted brands and plan to test a curated marketplace in the second half of 2026.' Under the new structure, some products will still be stored and shipped from Joybuy warehouses, while others may be shipped directly from suppliers to consumers, creating a hybrid model combining direct sales and drop shipping.

3. eBay Launches Global Brand Campaign Promoting 'Live Shopping' and Auction Social Aspect

eBay recently launched a global brand marketing campaign titled 'Meanwhile on eBay Live,' explicitly promoting its live shopping feature, eBay Live. The campaign, created in partnership with creative agency JOAN, debuted on June 8 in the UK and U.S. and will be rolled out globally via out-of-home, TV, digital, and social media channels. The campaign positions eBay Live as an alternative to 'passive scrolling' and 'mindless online shopping,' emphasizing real-time interaction, entertainment, and the thrill of product discovery during live auctions.

4. POIZON Launches Local-to-Local Model in Russia, Welcomes Local Sellers

Chinese trend-focused e-commerce platform POIZON announced the launch of a 'Local-to-Local' business model in Russia, officially opening up for local Russian brands and sellers. This model primarily targets Russian brands and retailers with local inventory and fulfillment capabilities. Registered merchants can list products directly on the POIZON platform and handle warehousing, shipping, and delivery within Russia. The platform will also provide operational support including product page setup, visual content creation, customer service, and order processing to help local brands quickly establish an online presence.

5. Walmart Membership Service Pilots in Canada

Walmart announced that its paid membership service, Walmart , has launched outside the U.S. for the first time, with Canada as the initial international pilot market. Canadian consumers can subscribe for C$8.97 per month or C$89 per year to access benefits including unlimited same-day delivery from stores, free shipping on Walmart.ca, and two-hour or faster delivery. Additionally, members receive a subscription to the Crave streaming service as an exclusive benefit at no extra cost.

6. Walmart Moves June Mega Sale Earlier, Countering Amazon Prime Day

Walmart announced its annual Mega Sale will run from June 22 to 28, significantly earlier than last July, a move seen as a response to Amazon moving its Prime Day to June. Walmart members will get 24-hour early access starting June 21. The sale covers all categories including electronics, fashion, toys, and home goods, accessible via the website, app, and physical stores.

# Merchant Circle #

1. DJI Accuses Insta360's New Luna Gimbal Camera of Patent Infringement

DJI and its Osmo brand filed patent infringement lawsuits against Insta360 Innovation and its affiliates on June 10 and 11 at the U.S. District Court for the Eastern District of Texas. DJI alleges that the Luna series handheld gimbal camera, launched by Insta360 on June 9, infringes on two of its design patents and four utility patents. The patents in question relate to core technologies and designs of DJI's Osmo Pocket series, covering fundamental areas like gimbal electromechanical control and shooting control. In response, on June 12, Insta360 filed a patent countersuit against DJI in the U.S., involving five utility patents related to gimbal cameras and 360-degree cameras, covering technologies such as gimbal stabilization algorithms, gimbal pointing control, camera smooth anti-shake, motion data overlay, and panoramic video stabilization. Simultaneously, Insta360 filed requests with the China National Intellectual Property Administration to invalidate the corresponding patent families.

2. Pinterest Supports Direct Amazon Store Links for Creator Commerce

Pinterest announced a significant e-commerce feature update: creators can now directly add links to their Amazon stores within their personal accounts. Once linked, the system automatically attaches affiliate links to tagged products in their posts. Creators earn sales commissions when users purchase, and the store information is displayed on their profile. This move further strengthens Pinterest's positioning as a 'shopping destination.'

# Cross-border Logistics #

1. Cainiao Launches U.S. Lightweight Parcel Line, Connecting U.S., Canada, and Mexico Fulfillment

Cainiao has officially launched its U.S. Priority Lightweight Parcel Line and California-specific line, targeting lightweight best-sellers related to the 2026 FIFA World Cup, such as fan flags, cheering props, and stickers. Through tiered service options, it caters to differentiated needs for 'fastest transit' and 'optimal cost,' providing more reliable North American fulfillment support for cross-border merchants, particularly from industrial hubs like Yiwu. Concurrently, Cainiao's previously established Americas G2G cross-border logistics service has newly opened a route from the U.S. to Mexico, covering the entire country. This forms a cross-border transfer network connecting the three host nations—U.S., Canada, and Mexico—helping merchants achieve efficient inventory management and distribution with 'one inventory reaching across the Americas.'

# Industry Policies & Data #

1. U.S.'s First Digital Human Ad Law Takes Effect! Fines for Unmarked AI-Generated Content

New York State's 'Synthetic Performer' advertising disclosure law officially took effect on June 9. The law requires that if an advertiser/production entity knows an advertisement contains a 'synthetic performer,' they must prominently disclose 'This advertisement uses a synthetic performer' within the ad. Violators face civil penalties: $1,000 for the first violation and $5,000 for each subsequent violation. According to the law, a 'synthetic performer' refers to digital imagery created, replicated, or modified using generative AI or software algorithms to simulate the audiovisual performance of a real person. Notably, the regulation scope is not limited to AI-generated content; digital likenesses created by traditional visual effects algorithms are also covered. However, digital impersonations of real celebrities remain governed by existing right of publicity laws and are not subject to this new law.

2. SimilarWeb: Southeast Asia E-commerce Platform Visits See Slight Growth in May, Shopee Indonesia Leads

Data from analytics website SimilarWeb for May 2026 shows that the combined desktop and mobile web visits to major e-commerce platforms Lazada and Shopee across six Southeast Asian countries (Malaysia, Singapore, Thailand, Philippines, Indonesia, Vietnam) reached 599.5 million. This represents a 1.7% month-over-month increase and a slight 1.3% year-over-year increase, marking the third consecutive month of positive year-over-year growth, indicating a period of relative stability in regional e-commerce traffic. Shopee's total visits across the six countries were 528.1 million (+2.1%). Its Indonesia site performed strongest with a 6.7% monthly increase to 152.3 million visits. The Philippines site grew 2.6%, while Malaysia, Thailand, and Vietnam saw slight fluctuations. Lazada's overall visits decreased slightly by 0.6% to 71.5 million, but its Vietnam site bucked the trend with a notable 9.7% increase to 8.11 million visits.

3. China Adds 80 New International Cargo Routes in First Five Months, Led by Cross-border E-commerce and High-end Manufacturing

Latest data from the Air Logistics Branch of the China Federation of Logistics & Purchasing shows that China's international air cargo network has continued to expand in 2026. As of May 31, a total of 80 new international cargo routes have been launched nationwide (excluding Hong Kong, Macao, and Taiwan), adding over 180 weekly round-trip flights. In terms of route distribution, Europe saw the highest number of new routes (35), followed by Asia (33), North America (10), with South America and Africa each adding one. Regarding cargo composition, cross-border e-commerce parcels, high-end manufacturing equipment, and high-value-added goods were the dominant categories. Demand for fresh and cold chain transportation also showed significant growth.