In the past week, many important events have occurred in the cross-border e-commerce field, covering platform rule adjustments, marketing policy changes, consumption data updates and other aspects. The following is a detailed report for you.
On the platform side, Amazon will limit the length of product titles (including spaces) to 75 characters starting from July 27, 2026, except for media products, and will add a new “Product Highlights” function.
Titles that exceed the character limit will be automatically rewritten by the system AI, and the brand owner has 14 days to review.
Temu updates the rules to implement a global ban on the sale of all e-cigarette categories.
AliExpress has launched a “business-to-business” model in Australia, allowing local merchants to settle in and reach consumers without establishing a cross-border logistics network.
Lazada has launched a gold coin discount merchant growth plan. Sellers can unlock additional benefits by increasing the discount rate. However, the Thai station will increase the service fee starting from June 25.
Shopee Vietnam Mall has upgraded its benefits since July 1, providing 4-hour fast after-sales service and 100% compensation.
SHEIN takes over a new logistics center in Ireland and expands its European fulfillment network.
Wildberries opens a “brand area” to all sellers, and sellers can build their own brand pages to display products.
Ozon has simplified the commission system since July 1. The realFBS model commonly used by Chinese cross-border sellers has canceled price grading, and sellers need to recalculate gross profits.
At the marketing and policy level, Pinterest has upgraded its AI advertising suite, and tests have shown that it can help small and medium-sized businesses increase new customer conversions by 64%.
Shanghai has introduced 23 measures to facilitate cross-border trade and optimize customs clearance and logistics efficiency.
The European Union requires that virtual models and synthetic advertisements generated by AI must be compulsorily labeled, and brands need to adjust their content layout in advance to avoid compliance risks.
The Indonesian government plans to promote e-commerce platforms to reduce service fees by 50% for small and micro merchants, and notify fee adjustments three months in advance.
In terms of consumption data, my country’s import and export of AI-related products increased by 52.4% year-on-year from January to May 2026, reaching 4.12 trillion yuan. Dongguan’s industrial robot exports cover more than 60 countries around the world, and exports to emerging markets have doubled.
More than half of Japanese consumers will place an order based on AI recommendations, and generative AI penetrates purchase decisions.
Father’s Day consumption in the United States is expected to reach US$27.9 billion in 2026, with experiential and personalized gifts becoming more popular.
The scale of European AI agent e-commerce is expected to reach 310 billion euros in the next ten years, but consumers’ trust in AI shopping varies.
In addition, financial technology platform Adyen launched the conversational AI sales solution Adyen Agentic to solve the pain points of AI e-commerce transactions.
Cross-border seller Huakai Yibai spent 200 million to acquire cross-border assets in Hong Kong.
Etsy launches “Shop Other Jeffs” event during Amazon Prime Day.
Kohl’s is holding its summer sale in June.
Pet e-commerce company Chewy’s revenue in the first quarter reached US$3.36 billion, with profits growing steadily.
Vietnam has comprehensively tightened its control over the transit of Chinese goods and cracked down on counterfeiting of origins.
To sum up, the cross-border e-commerce industry is showing trends such as the full penetration of AI, the strengthening of localized operations, and the tightening of compliance supervision. All participants need to pay close attention to these developments and adjust business strategies in a timely manner to adapt to market changes.
