Amazon Launches 'Latin America Fast-Track Program'; EU Imposes ?3 Fee on Small E-commerce Parcels | 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 Launches 'Latin America Fast-Track Program', Aiming to Support 3,000 Brands in Brazil and Mexico.

Amazon Global Selling has officially launched the 'Latin America Fast-Track Program'. The program aims to provide a one-stop Latin America expansion solution for 3,000 Chinese brands committed to long-term investment by 2026. The support includes assistance with registering a Chinese-controlled local company in Brazil, optimized RFC tax ID solutions for Mexico, registration subsidies of up to $12,000, Amazon FBA fee waivers, and dedicated account manager support. The goal is to help Chinese brands overcome compliance, tax, logistics, and operational hurdles to establish and grow their presence in Mexico and Brazil.

It is reported that the program does not have specific hard requirements. Zhang Qi, Vice President of Amazon China and Head of Emerging Markets for Amazon Global Selling, stated that the platform places greater emphasis on sellers' long-term commitment, the competitiveness of their products and brands, and corresponding investments in patience, capital, and human resources.

2. Tops List of Largest U.S. Retailers! Amazon's GMV Surpasses Walmart.

According to multiple research reports recently released by J.P. Morgan and PYMNTS Intelligence, Amazon has surpassed Walmart in terms of Gross Merchandise Volume (GMV) in 2025, becoming the largest retailer in the United States.

In categories typically suited for parcel delivery, Amazon's advantage is particularly pronounced.

Among the seven major retail categories monitored, Amazon holds a clear lead in Sports & Hobbies, Music & Books, Consumer Electronics & Appliances, Furniture & Home Furnishings, and Apparel & Accessories. Additionally, Amazon holds a slight 0.1 percentage point lead over Walmart in the Health & Personal Care category.

3. Amazon Business Announces New AI Tools.

Amazon Business announced new AI tools for Prime Business members, including an AI-powered procurement assistant called Quick, an upgraded spend visualization dashboard, and anomaly detection features. These tools are designed to help businesses improve efficiency in complex procurement environments through data analytics and AI automation – 73% of executives believe data analytics capabilities will be crucial in the next two years, yet 47% of decision-makers still face efficiency management challenges.

4. Amazon Launches AI Seller Assistant in Germany, Integrating Account Data to Boost Operational Efficiency.

Amazon announced that the AI Seller Assistant is now live in the German Seller Central. The tool can answer questions about platform policies and operational processes, and provide personalized insights by integrating seller account data, covering business performance, inventory planning, compliance, and account health. The assistant was previously launched in the U.S. and India and is now expanding to Germany.

[TikTok Shop]

1. TikTok Shop Optimizes Post-Sale Rules for Live Auction Items: Prohibits Returns Due to 'Change of Mind'.

TikTok Shop recently optimized post-sale rules for live auction items, officially designating auction products as 'Final Sale Goods' and adding corresponding labels on buyer pages. This adjustment aims to clarify post-sale expectations, reduce return requests due to subjective regrets, and lower non-quality-related return disputes and post-sale operational costs for compliant merchants.

According to the new rules, live auction orders are considered final sale goods. Buyers cannot return auction items due to 'change of mind', including situations like accidental purchase, no longer needing the item, or finding a cheaper alternative. Buyers cannot apply for returns or refunds based on such subjective reasons.

2. TikTok Shop Japan Reaches 49.5 Million Monthly Active Users.

TikTok Shop Japan released its 'Advertiser Trend Report' on its first anniversary. As of the end of May 2026, TikTok Japan had 49.5 million monthly active users. The platform is shifting consumption from 'search and buy' to 'discover and buy'. In 2025, TikTok drove a 46% year-on-year increase in consumer spending in Japan, contributing to a 40% growth in its nominal GDP. Approximately half of the brands on the platform gained exposure and achieved conversions through short videos and live streams.

3. TikTok Shop Malaysia Invests Over RM 180 Million, Reduces Commissions on Essentials.

TikTok Shop, in collaboration with the Malaysian Ministry of Domestic Trade and Cost of Living (KPDN), launched a cost-of-living relief plan. The plan aims to reduce the burden on sellers and consumers through commission waivers, shipping subsidies, and promotional activities. The platform has invested over RM 180 million in the local community. The plan expands the 0% commission policy for essential goods, adding 5 new sub-categories like milk and milk powder, bringing the total to 56 sub-categories. Commissions for another 39 sub-categories were reduced by approximately 0.5 to 9.1 percentage points. The platform also provides sellers with a RM 2 shipping subsidy per order.

[Alibaba]

1. Massive Product Library Expansion: Lazada and Gmarket Linked Products to Increase to 30 Million.

South Korean retailer Gmarket recently announced a significant expansion of its product linkage with Southeast Asian e-commerce platform Lazada to further strengthen its global market expansion strategy.

Currently, about 17,000 Korean sellers participate in Gmarket's global sales program, with their products sold through Lazada to consumers in Malaysia, Vietnam, Singapore, Thailand, and the Philippines.

Following an upgrade to the global sales system, the number of products available for linked sales between Gmarket and Lazada has expanded from 7 million to 30 million, an increase of over threefold.

Previously, only free shipping items were eligible for global synchronized sales. After the upgrade, regular items requiring shipping fees and free shipping items meeting specific conditions have also been included, significantly broadening the available product pool.

2. Lazada Cross-Border Stores to Strictly Enforce Category Misplacement from July 13.

Lazada cross-border stores will upgrade their category misplacement governance policy starting July 13, 2026, implementing a dual mechanism of 'real-time detection before listing + continuous monitoring after listing'. For new listings, severe misplacements will be directly blocked, while minor ones will trigger a 7-day warning period allowing for appeal or correction; otherwise, the system will automatically correct the category to the recommended one (if correction fails, the listing will be removed). For live listings, a 7-day warning will be triggered with the same automatic correction/removal process. System-automated category changes may affect search ranking and traffic.

[Shopee]

1. Shopee Integrates with ChatGPT, Covering Eight Sites Across Asia and Latin America.

Shopee's parent company, Sea Group, and OpenAI recently announced a new strategic cooperation agreement. This move makes Shopee the first regional e-commerce platform to go live on ChatGPT, covering both Southeast Asia and Latin America.

The cooperation will focus on three areas: promoting the implementation of AI-driven e-commerce innovations in key markets, enabling more Shopee users and sellers to use OpenAI products like ChatGPT, and accelerating Sea's promotion of Codex within the developer ecosystem.

Currently, users in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, Taiwan, China, and Brazil can already use the Shopee app within ChatGPT.

2. Three Major Updates to Shopee Thailand Seller Alliance.

Starting July 1, 2026, Shopee Thailand's local store Seller Alliance program officially introduced three core adjustments.

First, broadening commission channels: sellers can earn commissions by promoting their own products or products from other shops on the platform. Second, speeding up commission settlements: the platform disburses payments to store accounts twice a week, distinguishing between unregistered VAT individuals and tax-compliant legal entities/individuals. Third, more convenient data queries: merchants can log into the Alliance website to view real-time details on clicks, transactions, and commissions.

3. Instagram × Shopee Affiliate Marketing Collaboration Officially Launches in Thailand.

Meta and Shopee have officially launched the Instagram × Shopee affiliate marketing collaboration feature in Thailand. Creators can link their Instagram Professional account to their Shopee Affiliate account, then directly tag Shopee products in Reels short videos or Feed posts. When viewers click to purchase, creators earn commissions on eligible orders. The feature is now fully live in Singapore, Malaysia, Thailand, Indonesia, Vietnam, the Philippines, Taiwan, China, and Brazil.

[Other Platforms]

1. Mercado Libre Ads Major Update! Integrates with TikTok Ecosystem, Connects Largest Latin American Creator Network, Completes Shoppable Video Loop.

Mercado Libre's digital advertising business, Mercado Ads, announced three new advertising solutions: extending ad capabilities to the TikTok ecosystem, launching the largest content creator network in Latin America, and rolling out shoppable video ads.

The Senior Vice President of Mercado Ads stated that advertisers will not only be able to reach TikTok users but also measure the full funnel from ad exposure to final conversion.

2. StockX Launches Secondhand Marketplace 'Listings', Introduces AI Pricing and Zero Commission Benefits.

StockX officially launched its secondhand trading platform 'Listings', for the first time allowing users to buy and sell pre-owned sneakers and vintage apparel within the platform. The feature is powered by AI image analysis and auto-matching technology, enabling sellers to list items in seconds. During the initial launch phase, there are zero fees, and sellers keep 100% of the sale proceeds. The platform integrates 'StockX Verified' (new item authentication), 'StockX Live' (live shopping), and 'StockX Listings' to create a diversified shopping experience.

3. Newegg Launches Conversational AI Shopping Assistant and Integrates with ChatGPT.

U.S. tech-focused e-commerce platform Newegg officially launched a conversational AI shopping feature, simultaneously making it available as a ChatGPT app. Users can search for products by describing their needs in natural language. The AI assistant supports multi-turn conversations to adjust components, budget, and specification preferences, recommending products in real-time with the latest prices and inventory, and allowing direct addition to cart within the chat interface. An embedded AI assistant on product pages can answer compatibility questions.

4. Wildberries to Increase Seller Commissions from July 7.

Wildberries recently announced it will adjust platform seller commissions starting July 7, 2026, in response to increased logistics costs due to rising fuel prices. Estimates suggest the commission increase will range from 5% to 20% depending on the business model. Wildberries stated the adjustment is primarily due to current economic conditions, especially the significant rise in fuel prices leading to continuously increasing logistics transportation costs, necessitating a review of platform fees.

However, Wildberries emphasized this is not a uniform increase but a differentiated strategy. Commissions for some product categories will be reduced, some will remain unchanged, and only certain categories will see increases.

5. South African E-commerce Giant Takealot Reports First Profit in Nearly 15 Years.

South Africa's largest online retailer, Takealot, reported its first profit in nearly 15 years since its founding. According to Business Insider, the group's annual revenue grew 19% year-on-year to exceed $1 billion, with adjusted EBITDA reaching $11 million. The profit was primarily driven by Takealot's third-party marketplace and its food delivery service 'Mr D'. Parent company Naspers indicated future plans to spin off the logistics unit as a separate operation open to external clients as a new revenue stream. Takealot's sustained profitability marks a relatively healthy business model and fulfillment moat established by the local South African e-commerce player in competition with international platforms like Amazon.

# Merchant Circle #

1. xTool Launches First UV Printer, European Business Doubles in First Half.

Laser engraving company xTool recently officially launched its first UV printer product, the xTool O1.

As xTool's new product for multi-material creation scenarios, the O1 integrates UV, DTF, DTG, and UV DTF printing capabilities into a single device, suitable for various materials like wood, metal, acrylic, glass, stone, fabric, and leather. While laser engraving shapes, the O1 adds coloring capability. The new product launch also signifies xTool's expansion from laser cutting and engraving into full-color, multi-material printing.

It is reported that xTool's European business grew 100% year-on-year in the first half of this year. Currently, xTool serves over 100,000 businesses and creators in Europe, with applications spanning apparel, signage, gift customization, home decor, pet products, creative services, and more.

2. Fintech Platform Adyen Completes Acquisitions of Talon.One and Orb.

Global fintech platform Adyen officially announced the completion of its acquisition of customer loyalty and marketing incentives platform Talon.One for ?750 million, followed by the $335 million acquisition of enterprise billing software platform Orb. Both transactions were formally completed on July 1, 2026. Post-acquisition, Talon.One's marketing incentives engine and Orb's flexible billing system will be integrated into Adyen's unified global platform.

3. LeXiang Technology Completes 500 Million Yuan Pre-A Round, Secures 30,000 Orders to Capture Home Embodied AI Entry Point.

Home embodied AI company Suzhou LeXiang Intelligent Technology Co., Ltd. (LeXiang Technology) recently announced the completion of a nearly 500 million yuan Pre-A round financing. This brings the total funding for the company, founded just a year and a half ago, to 1 billion yuan.

Alongside this funding round, LeXiang Technology officially launched its home embodied AI brand 'YuanDian Zeroth'. Differentiating from the industry's traditional focus on robots replacing labor and completing tasks, YuanDian Zeroth proposes a new brand concept – robots are not just tools but 'intelligent mirrors' of humans.

4. CAYE Technology Secures Largest Single Funding Round in Coffee Machine Industry.

The coffee machine industry recently saw its largest single funding round to date – CAYE Technology announced the completion of a new round of financing worth nearly 400 million yuan. The round was led by existing investor Meituan Longzhu, with participation from institutions including Bairui Capital, Gaorong Capital, Suzhou Venture Group, and Guest Capital. The funds will be primarily used for core technology iteration, production base expansion, domestic and international market expansion, and after-sales service capability enhancement to amplify economies of scale.

CAYE Technology was founded at the end of 2022, headquartered in Suzhou Industrial Park. It is a hard-tech enterprise integrating R&D, production, and sales, building a commercial super-automatic coffee machine brand based on core technologies like a fully self-developed efficient brewing system.

# Overseas Marketing #

1. Pinterest Upgrades Cross-Border Shopping Tools, Automatically Adjusts Product Titles and Currency Conversion.

Pinterest announced upgrades to its shopping tools for cross-border e-commerce sellers, adding an automatically localized product feed feature for target markets. The system can automatically translate product titles and descriptions based on the selected country and language and convert prices to local currency. Sellers no longer need to upload multiple product catalogs for different countries. Additionally, the ad backend supports creating cross-market campaigns within a single ad group, covering multiple countries and regions at once, significantly reducing content and ad management costs for multi-market operations.

# Policies & Data #

1. Starting July 1, EU Officially Imposes ?3 Fee on Low-Value E-commerce Parcels.

The European Union has officially begun imposing a fee of ?3 per item on low-value e-commerce imports from China, aiming to curb what it calls 'unfair competition' from cross-border e-commerce platforms. Previously, these goods entered the EU duty-free.

According to the new EU regulation, the fee is calculated separately for each customs commodity code within a parcel. For example, a parcel containing three different types of items will be charged a total of ?9, while a parcel containing multiple dresses or multiple toys of the same type will only be charged ?3.

2. Prime Day Performance Exceeds Expectations! U.S. E-commerce GMV Reaches $26.4 Billion During the Event.

The 2026 Amazon Prime Day promotion has concluded. Despite a noticeable decline in consumer satisfaction with discounts, overall sales data in the U.S. market still exceeded market expectations.

According to the latest data from Adobe Insights, during the four-day promotion from June 23 to 26, total online spending by U.S. consumers reached $26.4 billion, a 9.3% year-on-year increase. This final figure slightly exceeded Adobe's earlier forecast of $26.3 billion and surpassed the market's general earlier expectation of $26.03 billion.

3. Vietnam's New E-commerce Law Takes Effect, Live Streaming E-commerce Faces Stricter Control.

Vietnam's new E-commerce Law officially took effect on July 1, 2026. It brings live streaming e-commerce under regulatory oversight for the first time, requiring hosts to complete real-name verification and prohibiting false advertising. Sellers must submit business licenses and product compliance materials before going live. E-commerce platforms are required to archive live stream content for at least one year (those with insufficient storage need to rectify). Currently, most small and medium-sized cross-border and local sellers are not yet familiar with the new rule details, potentially facing compliance challenges during the initial implementation phase.

4. McKinsey: 38% of European Consumers Use AI to Find Products.

A McKinsey report predicts that the five major European e-commerce markets – Germany, the UK, Spain, Italy, and France – will maintain an average annual growth of about 6% over the next three years, with online retail revenue expected to exceed ?600 billion by 2029. The report notes that AI is evolving from an assistive tool to an 'active participant', with 38% of European consumers already using generative AI for shopping decisions. Meanwhile, a PSE Consulting survey shows that 74% of online shoppers prefer using independent AI assistants like ChatGPT over AI functions built into e-commerce platforms.

5. France Proposes Legislation with Heavy Taxes to Curb Asian Ultra-Fast Fashion E-commerce, Tariffs Could Reach Up to 50%.

The French Senate, after nearly two and a half years of deliberation, passed a bill aimed at curbing 'ultra-fast fashion'. The bill primarily targets Asian e-commerce platforms like Temu, Shein, and AliExpress, proposing to ban their advertising in France, including influencer marketing, and gradually increase tariffs on their goods – potentially reaching ?20 per item by 2030 (capped at 50% of the pre-tax value of the goods). The bill also requires relevant company websites to post messages advocating rational consumption. Part of the tariff revenue will be used for textile recycling infrastructure construction.