New trends in cross-border platform investment in 2025: US market becomes the focus

As 2024 draws to a close, many cross-border e-commerce companies have begun to actively plan their market layout for 2025, especially in the fiercely competitive US market. Major platforms have launched new investment strategies to attract more high-quality sellers to settle in and jointly explore this blue ocean.

Amazon deepens its investment strategy for 2025

Clear strategic direction: The Seller Summit held by Amazon in Nanjing from December 9th to 12th was not only a summary of the past year, but also a clarification of the strategic direction for 2025.

Although the entry threshold has been raised, Amazon still focuses on recruiting high-quality supply chain source sellers and enterprise-level sellers in 2025.

Strict screening mechanism: New accounts face stricter information review, aiming to ensure product quality and innovation from the source. Amazon emphasizes original design and patent protection, and encourages sellers to provide products with unique selling points.

Fully open sites: Amazon’s 19 major overseas sites are open to Chinese sellers, covering more than 300 million active users, especially the US market. Its huge consumer base has become the first choice for cross-border sellers.

Official support and discounts:

●Free support : New sellers can enjoy support from official account managers until the end of 2025.

●FBA New Product Discount : The new product warehousing plan provides 10% sales rebate, as well as free warehousing, return processing and other services.

●Low-price mall launches : In 2025, Amazon's low-price mall will officially recruit merchants, focusing on unbranded goods, especially fashion, home and daily necessities. Merchants have the right to set their own prices for goods below $20, which marks Amazon's further penetration into the price-sensitive market.

● Factory-type enterprises will be given priority for new entrants. If they already have an Amazon SC store that operates in compliance with regulations and their sales in the past year have reached US$8 million or more, they can directly upgrade from SC to VC.

●Brand seller-type enterprises need to have sufficient supply chain advantages and be based on excellent SC store data as a reference.

● Merchants who wish to join the business must have a product development team and an operations team, be able to provide an effective U.S. company as the account holder, be willing to accept one year of paid operations support, and have a certain amount of financial strength to cooperate with mid-term marketing plans.

SHEIN's semi-custodial model accelerates investment promotion

●SHEIN recently held a semi-hosted investment conference and launched preferential policies of 0 entry fee, 0 monthly rent, and 0 commission, which greatly lowered the entry threshold for cross-border sellers.

● Provide full-chain support from product development to logistics and warehousing, helping sellers quickly integrate into the market and use SHEIN's brand influence to expand sales channels.

●Sellers not only receive operational guidance, but can also explore localized marketing strategies and seize market opportunities through SHEIN’s platform resources.

●SHEIN plans to further expand into the U.S. market in 2025 and seek more repeat customers, which will provide more sales opportunities for its sellers.

New Trends in TEMU Investment Promotion

●In order to enrich the variety of products on the platform and meet the diverse needs of consumers, Temu will focus on expanding the product categories in its 2025 investment plan.

●Especially for the women's clothing industry, Temu will increase its investment efforts to solve the problems of out-of-stock of popular items and missing categories.

●At the same time, Temu will also actively recruit high-quality merchants in other categories, such as clothing, shoes and bags, home furnishings, etc., to create a more complete product system.

●In order to improve the efficiency of settlement, Temu has optimized the settlement process. Merchants only need to log in to Temu's official website, carefully read the platform policy and understand the settlement requirements, and then submit the settlement application according to the steps.

●The platform will review the application and require the merchant to pay a deposit after it is approved. After paying the deposit, the merchant can open a store and upload products, decorate the store, etc.

●In order to improve the operating results of sellers on the platform, Temu will provide a series of seller support measures.

●The platform will provide sellers with free ERP docking services, support bulk product uploading and delivery; provide express delivery labels to make delivery more favorable; and launch multiple support activities (such as price reduction promotion exposure), etc.

●Temu will also provide support such as traffic allocation and product selection priority to high-quality sellers to help them increase sales and brand influence.

●Temu has set a goal of reducing the proportion of its merchandise sales in the U.S. market from the current 60% to 30% by 2025, accelerating its global market layout.

●Temu has made major organizational adjustments to improve the efficiency and professionalism of investment promotion, including changing the full category management model and merging the investment promotion group and the buyer group into category operations.

In 2025, the cross-border e-commerce market will usher in more intense competition and more opportunities. In order to attract more high-quality sellers, various platforms have launched new investment strategies. For sellers who want to expand into the US market, choosing a platform that suits them and making full use of the platform's resources and support will be the key to success.