SHEIN Plans to List on the Hong Kong Stock Exchange on August 28, Doubling Down on China’s Supply Chain
TikTok Shop Plans to Launch in Saudi Arabia, South Korea and Australia in Q1 2027
E-Commerce Competition Intensifies in Malaysia as TikTok Shop Closes the Gap with Shopee
JD.com’s Joybuy Doubles European Revenue for Two Consecutive Quarters
Xiaohongshu’s Overseas E-Commerce Platform Redshop Officially Launches
AliExpress Doubles Down on Overseas Fulfillment, Adding More Than 20,000 Merchants in H1
Wildberries Lists Sellers’ Products on AliExpress Without Prior Notice, Sparking Controversy
Amazon Global Selling Launches Joint Empowerment Program for Northern China Industrial Clusters
EU Ends Low-Value Parcel Tariff Exemption as Chinese Parcel Volumes Fall 20%
Cross-Border E-Commerce Company Wook Files for Hong Kong IPO
Shenzhen Smart Camera Seller Shuts Down Cross-Border E-Commerce Business
Russia’s Cross-Border Fashion E-Commerce Grows 22% in H1, with China Still the Largest Source
HEIN Plans to List on the Hong Kong Stock Exchange on August 28, Doubling Down on China’s Supply Chain
Fast-fashion cross-border e-commerce platform SHEIN plans to list on the Hong Kong Stock Exchange on August 28. The company passed its listing hearing on July 26, with Goldman Sachs, Morgan Stanley and JPMorgan serving as joint sponsors. The IPO is expected to open for subscription on August 20, with SHEIN reportedly seeking to raise $2 billion to $3 billion. Existing shareholders are expected to subscribe for around half of the offering.
After attempting to expand its overseas warehousing footprint, SHEIN appears to have reaffirmed the importance of China’s supply chain ecosystem and will continue to rely on China as its core supply chain base. According to reports, SHEIN previously attempted to establish warehousing facilities in Vietnam to diversify its supply chain and reduce its reliance on Chinese manufacturing, but the effort failed to meet expectations. (E-Commerce Observer)
TikTok Shop Plans to Launch in Saudi Arabia, South Korea and Australia in Q1 2027
According to industry sources, TikTok Shop plans to launch in Saudi Arabia, South Korea and Australia in the first quarter of 2027. The three markets have significantly different e-commerce ecosystems.
Saudi Arabia has 28 million monthly active users and an e-commerce penetration rate of around 10%. Beauty sales surged 300% month-on-month during Ramadan, but merchants must navigate relatively high barriers, including SASO certification and a 15% VAT. South Korea’s annual e-commerce transaction volume exceeds $150 billion, while the popularity of K-beauty creates significant opportunities. However, strong branding and localized content will be critical for market entry. (Eanen)
E-Commerce Competition Intensifies in Malaysia as TikTok Shop Closes the Gap with Shopee
An Ipsos survey found that 71% of Malaysian consumers use Shopee. While the platform remains No. 1, its penetration has declined slightly from 74% last year. Meanwhile, the share of consumers using TikTok Shop rose from 52% to 62%, significantly narrowing the gap between the two platforms.
Online purchases of everyday necessities have also surged, with grocery purchases rising from 34% to 47% and beauty products from 29% to 45%. TikTok Shop’s content-driven shopping model has been particularly successful in attracting middle-aged users, with the share of users aged 35–44 increasing by 19%. (Eanen)
JD.com’s Joybuy Doubles European Revenue for Two Consecutive Quarters
JD.com disclosed at its Q2 2026 earnings briefing that its European retail brand Joybuy has doubled its revenue for two consecutive quarters since entering the UK, Germany, France, the Netherlands, Belgium and Luxembourg in March.
Joybuy topped the iOS shopping app rankings in all six markets within 48 hours of launch. It now operates more than 60 warehouses and delivery sites across Europe. Its “211 Express Delivery” service has expanded to more than 30 major cities, including London, Paris, Cologne and Amsterdam, allowing more than 40 million European consumers to place an order in the morning and receive it in the afternoon. (AMZDH)
Xiaohongshu’s Overseas E-Commerce Platform Redshop Officially Launches
Xiaohongshu’s cross-border e-commerce project, Redshop, officially launched in July 2026 and resumed targeted merchant invitations. The platform covers nine core markets, including the US, UK, Australia, Singapore, Malaysia, Hong Kong and Macau.
Redshop adopts a lightweight direct-shipping model featuring “zero overseas warehousing + AI end-to-end translation + ultra-low commissions + first-month traffic support.” After an order is placed, designated logistics providers collect the goods directly from sellers and ship them by air to overseas buyers. Sellers do not need to stock inventory or use overseas warehouses. Product information and customer service scripts are automatically translated by AI.
The US direct-shipping service has launched first, while the UK, Canada, Germany, Japan, Australia, Singapore and Malaysia are scheduled to follow. (E-Commerce Observer)
AliExpress Doubles Down on Overseas Fulfillment, Adding More Than 20,000 Merchants in H1
In the first half of 2026, more than 20,000 merchants joined AliExpress’s overseas fulfillment program. The number of sellers generating more than $1 million in annual sales doubled, while the number of sellers generating more than $5 million grew 567% year on year.
Overseas fulfillment is currently one of AliExpress’s key international expansion models. Sellers are responsible for stocking and shipping locally, while the platform manages pricing, marketing, after-sales service and other aspects of operations. The model gives cross-border shoppers a local-delivery experience while freeing merchants from the burden of day-to-day operations. AliExpress’s overseas fulfillment service now covers more than 30 countries and regions worldwide. (E-Commerce News)
Wildberries Lists Sellers’ Products on AliExpress Without Prior Notice, Sparking Controversy
Wildberries sellers recently discovered that product listings had appeared on AliExpress, including product descriptions, images, reviews and ratings, even though the sellers had not actively listed the products on AliExpress.
Wildberries explained that the move was part of a test of an additional sales channel and that its platform terms allow such arrangements. Sellers can request that their products be removed, but many only became aware of the practice after being asked about it.
Industry observers criticized the platform for failing to notify sellers in advance, arguing that even if the practice is permitted under the terms of service, sellers should know where and how their products are being displayed. (Eanen)
Amazon Global Selling Launches Joint Empowerment Program for Northern China Industrial Clusters
The 2026 Amazon Global Selling Northern China Seller Conference was held in Qingdao, where Amazon Global Selling officially launched its “Northern China Industrial Cluster Joint Empowerment Program.”
Over the next two years, Amazon Global Selling plans to focus on 10 industrial clusters, including Qingdao wigs, Jining construction machinery, Beijing smart hardware, Tianjin Wuqing carpets and Handan fasteners. The program aims to incubate 500 export-oriented brands and cultivate more than 50 benchmark sellers with annual sales exceeding RMB 100 million.
The initiative will focus on three areas: identifying and developing benchmark sellers in each industrial cluster and using a “leaders driving the cluster” model to accelerate exports at scale; providing differentiated support for industrial and consumer goods clusters to promote both B2B cross-border e-commerce and brand development; and working with local governments and industry associations across northern China to accelerate the international expansion of regional industrial clusters. (China.com)
EU Ends Low-Value Parcel Tariff Exemption as Chinese Parcel Volumes Fall 20%
Since July 1, the European Union has abolished the tariff exemption for low-value parcels worth less than €150 and introduced a fixed €3 charge per parcel based on product category.
As a result, the number of parcels arriving from China has fallen by around 20%. If the trend continues for a full year, annual parcel volumes entering the EU could decline by as much as 1 billion. Platforms including Temu, SHEIN and AliExpress are accelerating the construction of European warehouses and consolidating orders to offset rising costs. (Eanen)
Cross-Border E-Commerce Company Wook Files for Hong Kong IPO
Shenzhen-based Wook Technology Co., Ltd. recently submitted an application to list on the Main Board of the Hong Kong Stock Exchange.
Wook is a cross-border brand company focused on Southeast Asia, with Indonesia as its core market. Its business primarily covers 3C accessories, small home appliances, and home improvement and building materials.
According to Frost & Sullivan, based on retail value in 2025, the company ranked first in Indonesia’s 3C accessories market, with a market share of approximately 2.2%. In small home appliances, it ranked sixth among Chinese cross-border companies, accounting for approximately 3.7% of China’s small home appliance exports to Indonesia.
In the first half of 2026, Wook generated revenue of RMB 700 million, gross profit of RMB 271 million, operating profit of RMB 44.62 million and net profit of RMB 24.8 million. (E-Commerce News)
Shenzhen Smart Camera Seller Shuts Down Cross-Border E-Commerce Business
Shenzhen-based smart camera company Fushikang Intelligent recently announced the closure of its cross-border e-commerce business.
The company was originally founded in 1996 and focuses on smart cloud cameras and cloud services. It was listed on China’s NEEQ in 2022 and previously supplied distributors through an ODM model, with Amazon accounting for a significant portion of its end sales.
The business contraction began in 2021 amid Amazon’s compliance crackdown. Several major distributors were affected by account suspensions, causing orders to plunge. The company’s workforce has fallen from 96 employees at the beginning of the year to 60. As of August 11, its market capitalization was approximately RMB 37.3 million. (Hugo)
Russia’s Cross-Border Fashion E-Commerce Grows 22% in H1, with China Still the Largest Source
In the first half of 2026, Russian consumers spent RMB-equivalent 37.8 billion rubles on clothing and footwear purchased through overseas platforms, up 22% year on year. Spending on accessories increased 25% to 6.5 billion rubles.
Data from AKIT shows that cross-border fashion consumption continues to rise. Sales of such products on Wildberries doubled, while orders on CDEK.Shopping increased 69%, with average order value falling 11%.
China remained the largest source market, accounting for 35.67% of orders, followed by the US at 33.13%, whose share increased significantly. (Eanen)
This round no news on Pinduoduo, Temu, XinPinMu, Pinduoudo Infornqtion Technology Services Xiong'an?