Cross-Border Daily Briefing 2026-09-23

📋 Cross-border Seller Daily Briefing | 2026-09-23

⏰ 30-Second Overview

• •EU requires sellers to display guarantee notices within 7 days; warranties over two years must use GARAN label, and both online and offline ads must comply
• •Shopee Singapore tightens pre-order ratio cap to 10%, penalties for violations effective September 28
• •Shopee Taiwan affiliate marketing system to fully shut down on October 9; affected sellers need to switch promotion channels immediately
• •Indonesia to withhold e-commerce taxes via platforms from November 1, covering Tokopedia, Shopee, Lazada, Blibli
• •RMB strengthens past 6.7, settlement profits under pressure, use of FX locking tools advised

🔴 Key Focus

EU Requires Sellers to Display Guarantee Notices Within 7 Days

The new EU regulation requires sellers to add guarantee notices to product pages and ad creatives within 7 days. If offering durability warranty beyond two years, the GARAN label must be used, and the same applies to both online and offline advertising. This means listings and ad materials targeting the EU market may face removal or traffic restrictions, especially categories like 3C, home appliances, and furniture that offer long-term warranties. It is recommended to immediately review warranty commitments for all products sold in the EU, confirm with legal counsel whether the GARAN label requirement applies, and complete page updates within the 7-day window.

⏰ Effective immediately, complete rectification within 7 days

Shopee Singapore Tightens Pre-order Ratio Cap to 10%

Shopee Singapore has tightened the cap on pre-order product ratio to 10%, with penalties for sellers exceeding the limit starting September 28. Sellers in apparel and customized categories with high pre-order ratios will be hit first, facing potential traffic demotion, fines, or even account restrictions. It is recommended to complete inventory checks and adjust the product mix this week, compress pre-order SKU ratio to below 10%, and consider temporarily delisting or switching to non-pre-order mode for items that cannot be delivered on time.

⏰ Penalties effective September 28

Shopee Taiwan Affiliate Marketing System to Fully Shut Down on October 9

Shopee Taiwan announced that its affiliate marketing system will close on October 9. Sellers relying on this channel for traffic will lose an important off-site traffic source. Affiliate marketing has been a core low-cost customer acquisition method for many small and medium sellers on the Taiwan site; after closure, the traffic gap may directly reflect in orders. It is recommended to immediately assess the traffic contribution share of the affiliate channel, test alternative solutions (such as KOL promotion, community group buying, LINE official account promotion), to avoid a traffic cliff in mid-October.

⏰ Closes October 9

Indonesia to Implement Platform Withholding of E-commerce Taxes from November 1

Indonesia stipulates that starting November 1, e-commerce taxes will be withheld by platforms, covering major platforms including Tokopedia, Shopee, Lazada, Blibli. This means sellers' tax burden in Indonesia will be directly deducted by the platform from transactions, reducing actual received amounts and significantly impacting low-margin categories. It is recommended to recalculate the gross profit model for each SKU in Indonesia in October, include withheld taxes in the pricing formula, and raise prices or adjust promotions for low-margin products if necessary to avoid selling at a loss.

⏰ Effective November 1

RMB Strengthens, Settlement Profits Under Pressure

The RMB has strengthened past 6.7 against the USD, shrinking the actual RMB amount cross-border sellers receive when settling foreign exchange, directly eroding profits. For sellers with profit margins below 10%, exchange rate fluctuations could eat nearly half of the profit margin. It is recommended to incorporate exchange rate factors into the pricing model, use forward settlement or lock-in tools for long-term stable orders to lock costs, and consider keeping part of the balance in USD accounts to wait for a more favorable settlement window.

⏰ Ongoing monitoring

TikTok Shop Reissues European Seller Terms

TikTok Shop has reissued European seller terms covering multiple EU markets, involving core operational rules such as commission structure, logistics requirements, and compliance obligations. If European site sellers do not promptly understand the new terms, they may encounter commission calculation discrepancies or compliance gaps before the October peak season. It is recommended to log into the seller backend as soon as possible to review the full updated terms, focusing on commission rate changes, tax withholding arrangements, and logistics timeliness requirements, and confirm ambiguous clauses with platform managers if necessary.

⏰ Watch this week

📌 Worth Watching

Platform Dynamics

• •TikTok Shop UK-US Hot-selling Lists Released — Beauty, home, and toys lead, providing reference for peak season product selection (TT123)
• •TikTok New Smart+ Supports Manual Control — Ad placement flexibility greatly improved, suitable for sellers managing budgets precisely (AMZ123)
• •TikTok Shop Launches UK-EU Cross-border Sales Pilot — Expansion opens further in October; European market sellers can lay groundwork early (TT123)
• •TikTok Shop US Site New Store Performance Score Trial Run — Officially launches October 15; need to pay attention to scoring rule adjustments (TT123)
• •Amazon Prime Big Deal Days Set for October 6-7 — Covers 22 countries; peak season ads and inventory need to be locked in advance (PPC.land)
• •TikTok Shop US Image-Text Product Link Permission Further Expanded — Low-barrier content-driven sales opportunity, suitable for small and medium sellers to test (雨果跨境-TikTok)

Compliance

• •Indonesia E-commerce New Regulation Adjustments: Local Products Prioritized — Platforms must remain transparent to sellers; Indonesia site sellers need to watch for traffic tilt changes (AMZ123)
• •Russia E-commerce Product Automatic Verification New Regulation Effective October 1 — Sellers targeting the Russian market must ensure complete product qualification documents (AMZ123)
• •TEMU UK/EU Responsible Person Mandatory — All products must provide UK/EU responsible person information; non-compliance may face delisting (雨果跨境)
• •Vietnam E-commerce Tax Paid in First 8 Months Up 36.6% YoY — Southeast Asia tax compliance tightening; Vietnam site profit calculations need to reserve tax burden space (TT123)

Logistics & Warehousing

• •Two Freight Forwarders in Shenzhen Cease Operations and Lose Contact — 25 containers stuck in Europe/America, over 200 sellers lose goods and money; must verify freight forwarder qualifications before shipping (AMZ123)
• •Maersk September North America Logistics Report: Capacity Tightening Overall — Peak season approaching, sea/air/land transport all tight; recommend early shipment to lock space (AMZ123)
• •Multiple Shipping Lines Announce National Day Free Container Policies — Shipments around National Day can apply for free container period to reduce warehousing costs (AMZ123)

Market Trends

• •AliExpress, Temu, SHEIN Consumer Spending in South Korea Drops 19.6% YoY — South Korean market under pressure; related sellers should stock cautiously (AMZ123)
• •Temu Ranks Second in 8 European Countries, Tops 4 — Low-price competition intensifies in Europe; localized operations become key differentiator (AMZ123)
• •Vietnam H1 B2C E-commerce Size Reaches $13.9 Billion — Content marketing and fulfillment services become core for high-ticket conversion (AMZ123)
• •TikTok Shop Tokopedia Single-Item Commission Cap Significantly Lowered — From 650,000 to 60,000 Indonesian Rupiah; high-ticket sellers impacted (TT123)
• •iPhone Duo Accessories TikTok Search Volume Increases 8x — Viral before release; 3C accessories sellers can follow up with pre-research product selection (AMZ123)

💡 Today's Insights

Today's core contradiction is that "rising compliance costs" and "narrowing profit margins" are occurring simultaneously: EU guarantee labels, Indonesia platform tax withholding, and Shopee pre-order tightening are all increasing operational costs, while RMB appreciation further squeezes profits. The essence of this round of adjustments is that platforms and regulators are pushing sellers from "mass listing and volume sales" to "refined operations." It is recommended to go with the flow in two directions: first, concentrate on handling all time-sensitive compliance matters this week (EU 7-day guarantee, Shopee pre-order September 28, Taiwan affiliate October 9), list them and check off one by one; second, initiate a round of pricing review for SKUs with gross margin below 15%, directly incorporate exchange rates and new tax burdens into the cost model, raise prices where needed, cut where necessary, and don't let low-profit products drag down cash flow in Q4 peak season.

Generated by AltoSea Intelligence | Covering 9 overseas information sources

👉 Full report: https://aitosea.ai/daily-reports/2026-09-23