Shopee Posts $38.3B Q2 GMV; Mercado Libre Sees 44% Q2 GMV Surge | Cross-Border E-Commerce Weekly Roundup

【Ebrun Original】Here’s a roundup of key developments in the cross-border e-commerce sector over the past week:

# Platform Updates

【Amazon】

1 Amazon Upgrades EU Compliance Rules: Goods Without MRN and EORI Will Be Barred From Warehousing Starting September

On August 11, Amazon Global Selling released a new compliance notice stating that effective September 1, shipments sent directly by non-EU sellers to French fulfillment centers, as well as shipments entering the EU via the Pan-EU FBA (Fulfillment by Amazon European Integration Service), must provide two import details: the MRN (Movement Reference Number) of the first point of entry into the EU and the EORI (Economic Operators' Registration and Identification Number).

This marks a major upgrade to compliance requirements. The scope of applicable shipments for customs declaration information submission has been expanded from "France only" to "the entire EU", and enforcement has shifted from merely "requiring submission" to imposing penalties for non-submission. Sellers must provide the corresponding MRN and EORI within 60 days of Amazon’s fulfillment center receiving the first shipment. If the 60-day deadline expires and shipment information details remain incomplete, sellers will be unable to create new shipments bound for EU fulfillment centers.

2 Amazon Global Selling Launches "North China Industrial Belt Joint Empowerment Plan"

The plan will advance along three directions: identify and cultivate benchmark sellers in each industrial belt to drive large-scale overseas expansion via a "bellwether driving cluster" model; provide targeted support for industrial goods and consumer goods industrial belts respectively, to promote the dual-track progress of B-end growth and brand building for North China’s cross-border e-commerce sector; and work closely with local governments and industry associations across provinces and cities in North China, leveraging local unique strengths to accelerate the overseas expansion of industrial belts.

3 Amazon Rolls Out Free "Product Selection Simulator"

As of August 11, Amazon’s Opportunity Detector has launched a new "Product Selection Simulator", which is currently available for free to sellers on the US site and five European sites (UK, France, Germany, Italy, Spain). Sellers can access the tool via the seller platform through "Products → Research Products → Opportunity Detector". After entering the marketplace, product name, category, target selling price and key product features, an analysis report will be generated automatically.

4 Amazon Officially Implements 75-Character Product Title Limit, Non-Compliant Listings to Be Gradually Adjusted Within the Year

According to foreign media reports, Amazon has officially rolled out its product title character limit policy, requiring all product titles on the platform to be no more than 75 characters. The policy was originally scheduled to take effect on July 26, but was later delayed by the official announcement. Since the policy was announced in June, sellers on the platform have updated more than 984 million product titles cumulatively.

Starting August 10, both desktop and mobile product pages will display product key points below the product name. Both fields are input factors for search weight, with no priority difference, and will not affect the original search exposure of products. The total allowable character count for product information is 200, split into two fields: a 75-character product name and 125 characters for product key points. Optimization suggestions released by the platform indicate that brand names and core variant attributes should be placed in the product name field first, while other important information can be distributed across both fields.

5 Amazon Temporarily Suspends Royal Mail Parcel Collect Return Service

According to foreign media reports, Amazon recently announced a service adjustment for the UK market. Due to technical issues that caused Royal Mail's Parcel Collect service to fail to complete buyer pickups as required, the platform has temporarily removed this doorstep pickup option from the pre-paid return label options for seller-fulfilled orders.

When buyers initiate a return request, they will no longer be able to select Royal Mail Parcel Collect for doorstep pickup, while all other return methods in the UK remain available as normal. Most consumers will not notice this adjustment: Parcel Collect, a doorstep pickup service launched by Royal Mail in 2020, still has limited adoption to date, so only users who are aware of the service will experience inconvenience. Sellers do not need to take additional action for this adjustment: return requests will automatically match available channels based on the seller’s pre-set return rules, and sellers can check their current configurations on the return settings page. This adjustment is a temporary measure, and Amazon will notify users to restore the option once Royal Mail resolves the relevant technical issues.

【TikTok】

1 TikTok Shop US Cross-Border POP Launches Emerging Seller Acceleration Program: $1B in Resources to Support Four Types of Sellers

Recently, TikTok Shop US cross-border POP launched its "Emerging Cross-Border Seller Acceleration Program", announcing $1 billion in support resources for new sellers. The program is open for recruitment to four categories of high-potential overseas sellers: content-focused sellers, established sellers, brand distributors, and origin factories, to help newly settled sellers hit the $1 million annual sales target within 90 days.

【SHEIN】

1 Thousands of UK Retailers Have Joined SHEIN’s Open Platform

According to UK media reports, SHEIN has grown from its founding in 2012 into a fashion and lifestyle ecosystem platform serving consumers in approximately 160 countries worldwide. In 2024, its third-party marketplace business expanded from the US to Europe, and now thousands of UK retailers are reaching consumers across Europe through the platform.

2 SHEIN Deepens Reverse Logistics Layout in Brazil, Accesses Over 4,000 Offline Return Outlets

As of August 14, foreign media reported that SHEIN is expanding its reverse logistics partnership with Brazilian logistics service provider Jadlog, accessing more than 4,000 Jadlog community outlets across Brazil to provide consumers with offline return services. The service applies to both cross-border orders and locally shipped orders.

Currently, after initiating a return on the SHEIN platform, consumers will receive a QR code via SMS or email, and can drop off their packages at the nearest Jadlog outlet. These outlets are located in community commercial venues such as beauty salons, cafes, laundromats and stationery stores. Jadlog is responsible for collecting returned items from the outlets and transporting them to SHEIN’s distribution centers.

【Shopee】

1 Shopee Posts $38.3B Q2 GMV

Sea Limited, parent company of Shopee, released its second quarter financial results for the period ending June 30, 2026 on August 11. Among all business segments, e-commerce platform Shopee delivered particularly strong performance: quarterly order volume reached 4.2 billion (up 27.5% year-on-year), GMV hit $38.3 billion (up 28.4% year-on-year), driving Shopee’s total revenue up 48.2% year-on-year to $5.588 billion. Management stated it is confident that Shopee will exceed its full-year adjusted EBITDA target of $1 billion.

【Other Platforms】

1 Mercado Libre Q2 GMV Surges 44% to $21.9B, Cross-Border Business Grows 60% YoY!

On August 11, Latin American e-commerce and fintech giant Mercado Libre released its second quarter 2026 financial results. During the reporting period, Mercado Libre’s quarterly GMV reached $21.9 billion, up 44% year-on-year; the number of items sold on the platform hit 795.4 million, up 45% year-on-year.

The financial report shows that the company’s net revenue and financial income reached $10.2 billion this quarter, up 50% year-on-year in U.S. dollar terms. This marks not only 30 consecutive quarters of over 30% growth, but also the fastest growth rate in nearly four years, as the company surpassed the $10 billion quarterly revenue mark for the first time in its history. Operating profit stood at $683 million, with an operating margin of 6.7%, largely flat quarter-on-quarter.

2 Xiaohongshu’s Overseas E-Commerce Platform Redshop Officially Launched

It is reported that Xiaohongshu’s cross-border e-commerce project Redshop was officially launched in July 2026, and has restarted targeted invitations. Currently, the project covers 9 core markets including the US, UK, Australia, Singapore, Malaysia, Hong Kong (China), and Macau (China), adopting a light-asset direct mail model featuring "0 upfront warehousing, AI full-chain translation, low commission, and first-month traffic support".

After a seller receives an order, the platform will arrange for designated logistics providers to pick up the item at the door, and deliver the product directly to overseas consumers via air freight, eliminating the need for pre-stocking or overseas warehouse layout. Meanwhile, product information and customer service communications will be automatically translated by AI. The US direct mail service has opened first, while markets including the UK, Canada, Germany, Japan, Australia, Singapore and Malaysia will open gradually. The first batch of invited merchants are mainly native Xiaohongshu stores, such as a seller with 16,000 followers that has sold 39,000 tablet cases cumulatively.

3 US Live E-Commerce Platform Whatnot Completes Series G Financing at $20B Valuation

According to foreign media reports, US live e-commerce platform Whatnot recently announced the completion of its latest financing round, with a post-money valuation of $20 billion, nearly doubling its valuation from less than a year ago. Official disclosed data shows that the platform adds more than 650,000 new users per week, and its gross merchandise value so far this year has exceeded the $8 billion recorded for the full year of 2025, with buyer numbers doubling year-on-year.

This Series G financing round raised $545 million, led by Iconiq, Lightspeed and Avra. The funds will be used to optimize seller tools, integrate AI technology into more sales processes to help sellers reach more buyers, expand into new markets, and build the largest and most trusted global trading marketplace.

# Overseas Marketing

1 Disney and TikTok Reach Partnership, Open IP for Creators to Make Short Videos

According to foreign media reports, The Walt Disney Company and TikTok recently announced a cooperation plan, allowing platform creators to produce short videos based on content from Disney’s franchises including Star Wars, Marvel, and Pixar. Relevant content can be uploaded and distributed on both TikTok and Disney+. The partnership is described as an industry first, with the first batch of features to be rolled out to US users in the coming months, before gradually expanding to more countries.

# Cross-Border Logistics

1 Amazon FBA in Five European Countries Requires 7-Day Delivery Window Starting September

According to foreign media reports, Amazon recently issued a notice for the European market stating that effective September 1, 2026, international FBA inventory shipments sent by non-partnered carriers to Amazon fulfillment centers in the UK, Germany, France, Italy and Spain must provide a 7-day delivery window. The policy covers the fourth quarter shipping cycle; shipments that fail to provide an accurate window as required or have arrival times outside the specified range may face warehousing delays or rejection.

2 Amazon MCF Launches 12-Month Shipping Fee Discount for TikTok US Orders

Amazon Multi-Channel Fulfillment (MCF) has launched a 12-month exclusive fee reduction policy for TikTok Shop US site orders, with eligible orders receiving a 35% reduction in delivery fees. The discount takes effect automatically without requiring manual sign-up by sellers, but only applies to TikTok Shop channel orders identified and tagged by Amazon-approved integration service providers.

Orders manually created by sellers through the MCF backend are not eligible for the discount, and the order channel field must be accurately transmitted to qualify for the freight deduction. This policy allows TikTok US sellers to leverage Amazon’s warehousing and distribution network to process cross-channel orders at a lower cost.

3 JD Logistics Launches Vietnam-to-US Cross-Border Parcel Line Service

JD Logistics recently launched a Vietnam-to-US cross-border parcel line service, which provides local first-mile pickup in core Vietnamese cities including Hanoi, Ho Chi Minh City, Bac Ninh and Hai Phong, offering cross-border merchants full-chain fulfillment services including export customs clearance, air freight trunking, and last-mile delivery. In addition to this cross-border line, JD Logistics has also opened a new border warehouse in Guangxi and upgraded its integrated large-item delivery and installation services in multiple Southeast Asian countries, to support high-quality development of Southeast Asian cross-border e-commerce.

# Industry Policies and Data

1 US Court Rules Trump Can Terminate Tariff Exemption for Parcels Under $800

According to foreign media reports, the U.S. Court of International Trade recently ruled that President Donald Trump has the authority to terminate the de minimis tariff exemption for inbound parcels valued at $800 or less, dismissing a lawsuit challenging the relevant earlier administrative action. Trump first proposed terminating the exemption in 2025, citing that low-value shipments are used to evade tariffs and smuggle drugs.

This policy adjustment has raised concerns among small businesses. Industry analysis points out that small businesses have far less buffer to absorb cost shocks than large consumer platforms such as SHEIN and Temu, which were previously affected by the U.S. cancellation of relevant exemption policies for Chinese goods. The core dispute in this lawsuit was whether Trump had the authority to cancel the exemption, and the court ultimately ruled that the relevant action complies with legal provisions. Trump mentioned the ruling in a social media post, stating that the relevant clause has become a huge loophole for tariff fraud and other illegal activities.

2 Swedish Customs Data: Inbound Parcels Dropped Significantly in First Month of EU Small Parcel Tariff Policy Implementation

According to foreign media reports, data from Swedish Customs (Tullverket) shows that since the EU’s new tariff policy took effect on July 1, 2026, the volume of small parcels entering Sweden from non-EU countries has dropped significantly compared to previous levels, and the policy’s impact on cross-border small-value consumption has begun to emerge.

3 Southeast Asian E-Commerce Visits Reached 595.7M in July, Shopee Leads Market with 524M Visits

Across six Southeast Asian markets in July 2026, total visits to Shopee and Lazada reached 595.7 million, up 2.2% month-on-month, with a slight year-on-year decline of 0.4%. Among them, Shopee recorded 524 million visits, up 2.7% month-on-month, maintaining its leading market position; Lazada’s total visits stood at 70.86 million, down 1.3% month-on-month, with clear divergence in performance across different regional markets.

By specific market, Lazada’s Singapore site saw visits rise 14.1% to 5.27 million, while its Indonesia site increased 7.3% to 11.92 million; its Thailand site dropped 6.0%, and its Vietnam site plummeted 12.7% to 6.52 million.