Cross-border Daily Briefing 2026-07-23

📋 Cross-border Seller Daily | 2026-07-23

⏰ 30-second overview

• •US existing tariffs expire tomorrow, trade representative hints at 10%–12.5% new tariffs; all-platform sellers must urgently recalculate costs and pricing
• •TikTok Shop Philippines cross-border store adjusts handling fee calculation rules today, cost structure changes, gross margin needs immediate reassessment
• •Amazon product rating display undergoes major change, directly affecting conversion rates; all sellers must immediately check listings and adjust operations
• •EU exemption for goods under €150 canceled, customs clearance stricter, costs broadly rising; European station sellers must comply with declarations and adjust prices
• •Six Wildberries warehouses in Russia attacked, logistics heavily delayed; Russia-bound sellers need to initiate emergency communication and alternative plans

🔴 Key Focus

US tariffs expire July 24, new tariffs may take over immediately

Existing US tariff measures expire on July 24, and the Office of the United States Trade Representative hints at imposing 10%–12.5% import tariffs on dozens of countries. This rate will directly inflate the procurement cost of all goods shipped to the US, roughly eating up the net profit margin of most small and medium sellers. Sellers need to complete two tasks today: ① assess the cost impact of 12.5% on all in-stock and in-transit SKUs, ② immediately raise prices or cut ad budgets for products with profit margins below 10% to avoid selling at a loss. Also, confirm with logistics providers about potential congestion and heightened inspections during upcoming customs clearance.

⏰ New tariffs effective as early as July 24

TikTok Shop Philippines new handling fee rules effective today

TikTok Shop Philippines cross-border store officially adjusted the handling fee calculation rules from July 23 (likely changing from order total to a base including shipping fees, etc.). This means today’s orders might be charged commissions under the new rate, directly shrinking gross margins for some categories. It is advised that all Philippines site sellers export orders from the past 7 days in the backend, calculate the actual impact using the new rate, and raise prices by at least 2-5 percentage points to hedge, otherwise negative-margin orders will quickly drag down overall profitability.

⏰ Effective July 23

Amazon front-end ratings disappear, battle for conversion rates begins

The previously prominent star ratings on Amazon product detail pages have been weakened or replaced with other forms, disrupting consumer decision paths, especially severe impacts on new and low-rated products. Some sellers already report a drop in click-through rates. Countermeasures: ① immediately strengthen trust signals on A+ pages and main image videos (e.g., awards, certifications, screenshots of positive user reviews); ② accelerate review solicitation and push Vine for negative-reviewed products; ③ activate the “Brand Story” module to boost conversions. Now the competition is about trust-building capabilities beyond ratings.

Wildberries six warehouses attacked, Russia-bound logistics face disruption

Russian e-commerce platform Wildberries saw a total of six logistics centers attacked and damaged within four days, losing about 7% of capacity, with severe delays in order delivery. Affected sellers not only face a surge in returns and negative reviews but may also incur storage fees due to stranded inventory. Immediate actions: ① proactively notify customers on store homepage and in messages about risks of delays and provide estimated times; ② negotiate with platform customer service about temporarily closing sales in some regions or postponing penalty periods; ③ sellers with their own overseas warehouses should quickly transfer stranded inventory to third-party facilities to avoid stockouts and account banning.

German overseas warehouses compliance crackdown, risk of under-declared goods erupts

German customs, together with multiple agencies, raided two overseas warehouses suspected of undervaluing goods, triggering expanded investigations into logistics companies across several states. Once verified, goods will be seized, and back taxes and fines will be imposed; many sellers using similar warehouses may face sudden stockouts and tax bills. Safety advice: within 24 hours, confirm customs declaration methods and tax compliance status with your German overseas warehouse service provider; immediately activate backup plans for questionable warehouses, and do not concentrate all inventory in a single non-transparent warehouse.

📌 Worth Noting

Platform Updates

• •Amazon forces sellers to pick sides — Warning letter demands that all-channel prices not be lower than Amazon; violations face fines and account bans; quickly check cross-platform pricing (Hugo Cross-border)
• •Shopee Malaysia adds MYR 0.50 per order support fee — Direct cost increase; sellers must recalculate gross profit per order, consider streamlining SKUs or raising prices (Seller’s Home, AMZ123)
• •Lazada Thailand cross-border commission to increase 4.5% on Aug 1 — Ordinary sellers’ profits further squeezed; optimize product mix and ad spending in advance (AMZ123)
• •Shopee Singapore local stores tighten own logistics assessment — Non-compliance will affect traffic and ratings; local stores must immediately check shipping times and delivery rates (AMZ123)
• •AliExpress Japan overseas hosting new policy — 0 deposit + 15-day settlement, a good opportunity to shift to a light model for expanding into the Japanese market (AMZ123)

Compliance & Regulations

• •TEMU UK and EU authorized representatives mandatory — Without authorized representatives, products will be delisted; contact service providers immediately to submit information (Hugo Cross-border)
• •Amazon US and Canada TIC verification for lithium batteries and appliances — Incomplete will lead to delisting; relevant sellers must submit or switch categories today (Seller’s Home)
• •Shopee Singapore strengthens qualification requirements for jade category — New stores need certification certificates from now on; old stores must supplement by Aug 15, otherwise delist (AMZ123)

Logistics & Warehousing

• •TikTok Shop's nine major US pick-up zones formed — Miami added; shipping timeliness improved; sellers with inventory in warehouses can expand sales regions (TT123)
• •US trade lane 2R code goods banned at port of loading — Already triggered regulatory action; immediately confirm code compliance with logistics providers to avoid container rollovers (AMZ123)
• •Amazon holiday inbound window moved up — Each piece late for inbound will incur an additional $0.32 and lose Prime eligibility; peak season stocking calendar must be reset (PPC.land)

Market Trends

• •TikTok US shower curtain generated $2.7M in 28 days — Back-to-school dorm decor scene exploded; functional innovation + seasonal content can be replicated (TT123)
• •Asian cross-border platform orders in Germany rose to 5.3% share in H1 — Demand for low prices remains; European market product selection can reference Temu/SHEIN hot-selling dimensions (AMZ123)

💡 Today's Insight

Today's dense policy and platform changes point to the same message: the window for low-cost, brute-force listing is closing. US and EU tariffs combined with rising platform fees are squeezing profits from both ends; the German warehouse raids and the Philippine counterfeit warnings show that compliance risks have shifted from "probability events" to "fatal blows." It is recommended to do two things immediately: ① build a cost-compliance self-check table by country, pulling together tariffs, commissions, category qualifications, and logistics timelines at once, to calculate the real bottom-line profit for each listing; ② there are still opportunities in this year's back-to-school season for scenario-based content marketing (like the TikTok shower curtain case), directing limited promotional budgets from broad investment to a combination of "functional innovation + seasonal events" approach – that is the path to survival.

Generated by AltoSea intelligently | Covering 9 overseas information sources

👉 Full report: https://aitosea.ai/daily-reports/2026-07-23