SHEIN Posts $32.1 Billion Net Revenue in 2024; Amazon Q2 Profit Surges 245% Year-over-Year | Cross-Border E-commerce Weekly

[Ebrun Original] In the past week, the following events occurred in the cross-border e-commerce sector:

# Platform Trends #

[Amazon]

1 Amazon Q2 Earnings: Net Profit Surges 245% Year-over-Year, Same-Day or Next-Day Delivery Items Increase by Over 40%

Amazon's total net sales in Q2 grew 20% year-over-year to $200.606 billion; operating income was $27.461 billion, up 43% year-over-year; net income was $62.647 billion, up 245% year-over-year, translating to earnings per share of $5.75. For the twelve months ended June 30, 2026, Amazon's operating cash flow increased 33% to $161.4 billion; free cash flow decreased to $7.6 billion from $25.9 billion, due to investments in property and equipment. The advertising business performed strongly in the quarter, growing 26% year-over-year to reach $19.81 billion in quarterly revenue, exceeding market expectations. Physical store net sales were $5.79 billion, flat compared to the same period last year. On the retail side, Amazon CEO Andy Jassy stated that Prime members' delivery speeds have achieved a new breakthrough, with same-day or next-day delivery items increasing by over 40%.

By region, Amazon's North America segment sales grew 16% year-over-year to $116.2 billion, with operating income of $9.1 billion, up 21.33% from $7.5 billion in the same period last year. Internationally, sales grew 15% year-over-year to $42.2 billion, with operating income of $1.7 billion, up 13.33% from $1.5 billion in the same period last year.

2 Amazon Launches AI Shopping Chat Feature 'Join the Chat'

Amazon recently launched an AI-powered shopping interaction feature, 'Join the Chat,' in the US market. Users can listen to AI-generated audio summaries of products and ask questions to the AI host via text or voice, receiving real-time responses. The feature is embedded within the previously announced 'Hear the Highlights' audio summary service, which covers millions of product detail pages. The AI host generates short explanations by combining product information, user reviews, and public data.

3 Amazon Expands Amazon Now Service in the UK, Offering Delivery in as Fast as 30 Minutes

Amazon announced that its ultra-fast delivery service, Amazon Now, has officially launched in Manchester. This marks the service's expansion beyond London for the first time since its launch earlier this year, offering delivery of thousands of grocery and household essentials items in approximately 30 minutes or less. John Boumphrey, Amazon's UK Country Manager, noted that this is the latest move in the brand's commitment to improving delivery speeds, with millions of items now available for same-day or next-day delivery across the UK. Amazon Now is open seven days a week, with orders placed via the Amazon app or website, covering thousands of items across 35 categories.

4 Amazon's 'Other Sellers' Section May Be Removed

Feedback from the Amazon seller community suggests that recently, the 'Other Sellers on Amazon' section is no longer displayed below the 'Add to Cart' button on some product detail pages, even when there are multiple active third-party sellers offering the same ASIN. Test results vary based on account and delivery address and are inconsistent. Amazon has not officially announced the removal of this feature, and the industry generally believes this is an A/B test.

[TikTok Shop]

1 TikTok Shop Tests Plus Membership Service in the US, Rivaling Amazon Prime

TikTok is currently conducting a grayscale test of a membership service called 'TikTok Shop Plus' for some US users, directly competing with Amazon Prime. The service is integrated within TikTok Shop, with monthly fees at three tiers: $6, $10, and $15. Members enjoy free shipping, product discounts, and exclusive coupons. Test cases show a hair product typically priced at around $57 can be purchased for $47 by Plus members after applying discounts, with free 3-day delivery. Another beauty product priced at around $50 offers a $5 discount for Plus members. Unlike Amazon Prime, TikTok Shop Plus focuses solely on e-commerce shopping benefits and does not bundle value-added services like video or music streaming.

2 CBT Service Expands to New Region: TikTok Shop US Official Pickup and Delivery Network Extends to Florida

TikTok Shop officially announced that its official pickup and delivery service, CBT (Collection by TikTok), has launched in the Miami, Florida area, further expanding its service footprint. CBT is a last-mile value-added service offered by TikTok Shipping, covering the entire pickup and delivery chain. Within the service coverage area, TikTok Shop provides free pickup for eligible merchants, with CBT handling the final delivery, while merchants also benefit from more competitive shipping rates. With the addition of Florida, the CBT pickup network now covers nine core US regions, including Southern California, New York, New Jersey, Pennsylvania, Massachusetts, Texas, Georgia, and Illinois.

3 TikTok Shop Japan One Year On: User Base Grows Over 30 Times, Live Streaming GMV Accounts for About 60%

Data from TikTok Shop Japan's first anniversary shows that as of June 2026, the platform's user base has grown over 30 times compared to its initial launch. Over 70% of total merchandise value comes from content-driven consumption like short videos and live streams, with live streaming contributing about 60% of content GMV. The user age structure is becoming more balanced, with users aged 35 and above accounting for about 60%.

4 Third-Party Report: TikTok Contributes at Least ￡10 Billion to UK Economy in 2025

A recent report by UK research firm Public First states that TikTok contributed at least ￡10 billion in Gross Value Added to the UK economy in 2025, supporting 153,000 jobs. According to the report, 91% of merchants using TikTok Shop say the platform has driven sales growth, and 28% of merchants who joined the platform experienced product sell-outs due to the platform effect. All businesses using TikTok have cumulatively created 31,000 new jobs. The positive impact on small and medium-sized enterprises is particularly notable. In 2025, TikTok helped UK SMEs generate ￡3.4 billion in additional revenue, with 84% of SMEs stating the platform helped increase sales, and 28% of SMEs directly adding new employee positions after joining the platform. Currently, over 300,000 small and medium-sized merchants have joined TikTok Shop in the UK. The platform's live shopping volume has grown 55% year-over-year, with over 6,000 live shopping events held daily.

5 TikTok Shop Brazil: GMV Surges 102 Times in One Year, Live Commerce Becomes Growth Engine

Opinion Box research shows that one year after TikTok Shop entered the Brazilian market, 45% of users are aware of the feature, 31% have made a purchase, and daily GMV has grown 102 times. Live commerce has become a core driver, with the number of live streams growing 20 times and GMV soaring 161 times. Fashion accessories (50%) and beauty & personal care (46%) are the best-selling categories.

[Alibaba]

1 Surpassing Lululemon, AliExpress Ranks First in Brand Attractiveness Growth Among US Gen Z

The Q2 2026 Gen Z Brand Tracker, jointly released by US Ad Age and The Harris Poll, shows that AliExpress's overall brand score increased by 17.2 points quarter-over-quarter to 52.5, surpassing popular US native brands like Lululemon, Grok, and Shake Shack to become the e-commerce platform with the highest 'Brand Attractiveness Growth' among US Gen Z consumers.

[SHEIN]

1 SHEIN Third-Party Platform Business Accounts for 14.3%, 2025 Net Revenue Reaches $32.1 Billion

Shein International Holdings Co., Ltd. (hereinafter referred to as 'SHEIN') recently passed the hearing for its Hong Kong Stock Exchange listing, with Goldman Sachs, Morgan Stanley, and JPMorgan Chase as joint sponsors. Its post-hearing information pack shows that from 2023 to 2025, the company's net revenue was $32.103 billion, $38.748 billion, and $41.847 billion respectively, with net revenue growth rates of 41.1%, 20.7%, and 8.0%. As the 'world's largest online fashion destination,' SHEIN served approximately 273 million active customers in about 160 markets by 2025. For the twelve months ended March 31, 2026, the number of active customers further grew to approximately 281 million. The company currently offers over 2 million apparel styles, adding approximately 4,700 new apparel styles daily. Total orders increased from 715 million in 2023 to 1.078 billion in 2025. The annual customer purchase frequency remained between 3.8 and 4.0 times. In terms of revenue structure, SHEIN's service revenue share increased from 2.7% in 2023 to 11.3% in 2025, reaching 14.3% in the first quarter of 2026, reflecting the rapid expansion of its third-party seller platform business. By region, in 2025, SHEIN's revenue from the US market accounted for 24.1%, down from 29.4% in 2023; the European market accounted for 35.4%, up from 31.8% in 2023; other regions accounted for 40.5%, also up from 2023.

[Temu]

1 Temu Partners with Slovenian Post: Strengthening Southeast European Logistics, Focusing on Local Seller Services

Temu has officially signed an expanded cooperation agreement with Slovenian Post, focusing on deeper collaboration in logistics fulfillment and local seller support, further strengthening its e-commerce logistics capabilities in Slovenia and the Southeast European region. Under the agreement, Slovenian Post will leverage its national delivery network and the comprehensive logistics resources of the Slovenian Post Group to support Temu's local seller program. This arrangement will help Slovenian e-commerce sellers access more efficient logistics solutions, covering road, sea, air, and rail transport, with warehousing, distribution, customs clearance, and supply chain logistics capabilities, providing complete supply chain services for regional and international markets.

[Other Platforms]

1 Russian E-commerce Wildberries Warehouse Attacked, Impacting Numerous Small and Medium-Sized Merchants

In late July 2026, Ukrainian forces launched drone attacks on four warehouse facilities of Russia's largest online retailer, Wildberries. The attacks have had a significant impact on small and medium-sized Russian merchants. Industry analysts estimate that the four attacked warehouse facilities account for about 12% of Wildberries' total warehouse space, with potential goods losses reaching up to $30 billion. Many merchants posted on social media, stating that all goods stored in the affected warehouses were destroyed. Wildberries subsequently updated its seller rules, clarifying that force majeure includes drone attacks and that the platform will not bear responsibility for inventory losses under such circumstances. The platform then announced a series of support policies, including warehouse fee discounts, free transfer of inventory to other facilities, and preferential loans from its affiliated bank. It also initiated compensation for sellers affected at the Elektrostal warehouse, with the first batch of payouts targeting 88,000 micro-entrepreneurs, with funds arriving within 24 hours.

2 ABOUT YOU Opens Third-Party Seller Platform in Poland

ABOUT YOU, the fashion e-commerce platform under the Zalando Group, has officially launched its Marketplace business in Poland. The platform is open to third-party brands and merchants, allowing them to sell products directly to consumers via aboutyou.pl. The first batch of brands includes approximately 600, with nearly 100,000 products listed. ABOUT YOU entered the Polish market in 2018, and this platform opening aims to expand product supply, enhance localization capabilities, and accelerate brand ecosystem development.

# Merchant Circle #

1 Qian'an Technology Listed on the Beijing Stock Exchange, Total Market Cap Exceeds 5.8 Billion Yuan

Shenzhen Qian'an Technology Co., Ltd. (hereinafter referred to as 'Qian'an Technology') was officially listed on the Beijing Stock Exchange with the stock code 920065. It issued 17.5 million shares at an issue price of 24.30 yuan per share. As of press time, the stock price reached a high of 65.00 yuan per share, up 167.49% from the issue price, giving the company a market capitalization of approximately 5.866 billion yuan. The prospectus shows that from 2023 to 2025, the company's operating revenue was 1.400 billion yuan, 1.667 billion yuan, and 1.981 billion yuan respectively, with a compound annual growth rate of approximately 18.95%. Meanwhile, the company's net profit showed accelerated growth, with net profit growth rates of 49.53% and 52.24% in 2024 and 2025, respectively.

# Overseas Marketing #

1 Facebook Launches Seller App for Marketplace, Introduces Free Verification System

Facebook's online marketplace, Facebook Marketplace, currently hosts over 430 million listings monthly, with over 1.1 billion monthly active users. Targeting high-volume sellers, Facebook recently launched a standalone app named 'Seller,' covering functions such as managing listings, communicating with buyers, and tracking sales performance. Additionally, Facebook also launched a free identity verification system, 'Facebook Verified,' to optimize seller management and platform order in scenarios like Marketplace.

2 YouTube Shopping Affiliate Program Launches in the UK, Creators Can Earn Commissions by Promoting Products

The YouTube Shopping affiliate program has officially launched in the UK, opening up an additional revenue channel for creators in the YouTube Partner Program. Creators can earn commissions by promoting products, while brands and retailers gain a new way to reach consumers through content creators. Well-known retailers like Marks & Spencer, Boots UK, and Currys are among the first partners. The program supports various content formats, including short videos, long-form videos, and live streams. Creators need to meet a threshold of 500 subscribers to participate.

# Cross-Border Logistics #

1 Cainiao Upgrades its European G2G Service: Eastern Europe Speed Boosted to '4-Day Delivery', Germany Loose Stock Pickup Starting from 50 Orders

Cainiao has officially announced a new round of capability upgrades for its European G2G cross-border logistics service. The improvement in Eastern Europe delivery times is a key focus of this upgrade. Leveraging its European local sorting network, Cainiao has achieved delivery to Eastern European countries within 4 to 6 calendar days from anywhere in Europe, covering key markets such as Poland, Hungary, Czech Republic, Romania, and Bulgaria. For the German market, a new loose stock pickup model has been introduced. For orders destined for Germany from all over Europe, pickup can be arranged once the order volume reaches 50 units, eliminating the requirement for full container loads or large-volume shipments.

# Policy and Data #

1 US FCC Bans Chinese Humanoid Robots, Impacting Overall Supply Chain

On July 28, the US Federal Communications Commission (FCC) officially updated its 'Covered List,' adding foreign-made humanoid robots and quadruped robots for the first time. The ban took effect immediately from the announcement date and applies to all new models that have not yet obtained FCC equipment authorization. Models that have already received FCC certification are not directly affected for the time being and can continue to be sold, but the FCC reserves the right to revoke authorization for models already on sale in the US. This ban is expected to have a direct impact on several Chinese companies. Some analysts suggest that the ban targets certification for new models, while existing inventory is temporarily unaffected, giving affected companies some buffer time. The diversified market layouts that various companies have already initiated in Europe, Southeast Asia, the Middle East, etc., may partially offset the gap in the US market, and the ban could actually accelerate the pace of diversification in overseas expansion.

2 Thailand Extends 7% VAT for Another Year

The Thai cabinet approved on July 27 an extension of the reduced 7% VAT rate for another year, until September 30, 2027, avoiding a rate hike to the statutory 10%. The rate covers the sale of goods, services, and imports. The effective rate, excluding local tax, is 6.3%, and 7% inclusive of local tax. This move aims to hedge against inflationary pressures, stabilize consumer confidence, and provide a predictable policy window for cross-border e-commerce.

3 UK Online Retail Rebounds: Q2 Retail Sales Surge 11.7% Year-over-Year

Data from the UK Office for National Statistics shows that online retail sales in Q2 2026 grew 11.7% year-over-year, with a surge of 14.4% in June alone. The online penetration rate reached 29.4%, the highest since April 2021. Hot weather drove demand for categories such as outdoor goods, sports equipment, fans, and air conditioners. The online penetration rate for non-food items rose to 39%. Amazon, with ￡43.2 billion in local UK revenue and an annual investment of over ?17 billion, remains the market leader.