SHEIN去年净收入达321亿美元；亚马逊二季度利润同比大增245%丨跨境电商周报

SHEIN去年净收入达321亿美元；亚马逊二季度利润同比大增245%丨跨境电商周报 亿邦动力 2026-08-02 16:54 亿邦动力 2026/08/02 16:54 邦小白快读 EN 全文速览 本次内容整理了过去一周跨境电商领域的核心事件和关键数据，核心干货如下： 1.头部企业最新核心财报：亚马逊二季度总营收同比增长20%达2006亿美元，净利润同比大增245%，广告业务营收增长26%超出市场预期；SHEIN通过港交所聆讯，2025年净收入达418.47亿美元，第三方平台业务占比提升至14.3%，全球活跃顾客超2.81亿。 2.各大平台最新动作：亚马逊推出AI购物聊天功能，在英国拓展30分钟达的超高速配送服务，正在测试取消跟卖入口；TikTok在美国对标亚马逊Prime测试纯电商会员服务，日本站点上线一年用户增长超30倍，巴西站点上线一年GMV增长102倍，直播电商是核心增长引擎。 3.行业政策与宏观动态：美国FCC禁售未认证的中国人形机器人新机型，泰国将7%增值税优惠再延长一年，英国二季度线上零售额同比大增11.7%，线上渗透率创近年新高。 本次周报披露了跨境出海的渠道变化、消费趋势等信息，能给品牌商布局出海提供参考，核心干货如下： 1.新兴渠道增长机会：TikTok Shop在日本、巴西等新兴市场增速极快，日本上线一年用户增长超30倍，直播贡献六成GMV，巴西上线一年GMV暴增102倍，时尚配饰、美容个护是最畅销品类；速卖通成为美国Z世代品牌吸引力增速第一的平台，是品牌触达美国年轻群体的优质新渠道。 2.消费趋势参考：英国线上零售明显回升，二季度零售额同比增长11.7%，非食品线上渗透率升至39%，高温天气推升户外用品、制冷家电等品类需求；SHEIN第三方平台业务快速增长，占比已达14.3%，品牌可入驻拓展全球增量市场。 3.运营玩法参考：头部平台都在通过提速配送、推出会员服务提升用户粘性，品牌可对接平台会员权益获得额外流量，优化配送体验提升复购。 本次周报涵盖了跨境电商最新政策、增长机会和风险提示，能给跨境卖家提供实操参考，核心干货如下： 1.新市场新机会：TikTok Shop日本、巴西增速极高，直播电商是核心增长引擎，欧美区域拓展了会员服务和物流揽派范围，物流成本和门槛进一步降低；Temu与斯洛文尼亚邮政合作拓展东南欧物流，开放本地卖家合作；菜鸟升级欧洲物流，东欧实现4日达，德国50单即可提货，中小卖家物流成本大幅降低。 2.风险提示：美国FCC出台禁令，禁售未获得授权的中国人形机器人新机型，相关卖家要提前布局欧洲、东南亚等多元市场对冲风险；亚马逊正在测试取消跟卖入口，长期做跟卖的卖家要提前调整运营策略。 3.事件应对参考：Wildberries仓库遇袭后，平台快速出台仓储费折扣、免费转仓、优先赔付等扶持政策，卖家遇到不可抗力可主动申请相关扶持降低损失。 本次周报披露的跨境电商新动向，能给出海工厂提供生产调整和业务拓展参考，核心干货如下： 1.生产需求参考：全球不同区域的品类需求清晰，TikTok巴西市场时尚配饰、美容个护最畅销，占比分别达到50%和46%；英国高温天气带动户外用品、电风扇空调等品类需求增长，工厂可以根据该需求调整生产计划和库存布局，适配市场需求。 2.业务拓展机会：SHEIN第三方平台业务扩张速度快，占比已经提升至14.3%，工厂可以对接成为供应商或者直接入驻开店；Temu拓展东南欧本地卖家服务，菜鸟升级欧洲物流能力，降低了工厂出海的物流门槛，中小工厂也可以尝试直接出海。 3.数字化转型启示：当前跨境平台普遍要求小单快反，SHEIN平均每天新增近4700个新款，对工厂的柔性生产能力要求很高，工厂需要加快推进数字化改造，提升快速翻款、柔性生产的能力，适配平台需求。 本次周报披露了跨境电商行业的最新变化，能给各类跨境服务商明确业务方向，核心干货如下： 1.行业整体趋势向好：跨境电商整体保持高速增长，英国二季度线上零售额同比增长11.7%，线上渗透率创2021年以来新高；头部平台亚马逊、SHEIN、TikTok Shop都保持高速增长，对配套的营销、物流、合规服务需求持续提升。 2.客户痛点清晰：中小卖家出海普遍面临物流成本高、起运门槛高的问题，品牌出海需要新的营销获客渠道，内容电商的爆发也催生了更多配套服务需求。 3.新业务机会：当前头部平台都在加速全球布局，TikTok Shop不断拓展欧美新兴市场的物流覆盖，Temu拓展东南欧市场，服务商可以对接平台新拓展区域，为商家提供本地化合规、营销、物流配套服务；AI已经开始应用在购物导购场景，亚马逊推出AI购物聊天功能，服务商可以开发适配跨境电商的AI营销、导购相关服务，抢占新赛道。 本次周报汇总了全球各大跨境平台的最新运营动作，能给同类平台提供运营、招商和风险应对参考，核心干货如下： 1.产品玩法创新参考：头部平台都在围绕用户体验创新，亚马逊推出AI购物聊天功能优化购物决策，正在测试调整跟卖规则提升用户体验；TikTok推出纯电商会员服务对标亚马逊Prime，不捆绑视频音乐等额外服务，走差异化路线，这些新玩法都值得同行参考。 2.招商拓展参考：各大平台都在加速全球化和第三方开放，TikTok Shop通过拓展官方揽派物流覆盖吸引商家入驻，Zalando旗下ABOUT YOU在波兰开放第三方卖家平台扩充品类，可见完善本地化物流配套、开放生态是吸引商家的核心，平台需要持续优化本地服务才能吸引商家。 3.风险应对参考：Wildberries遇到仓库遇袭的不可抗力事件后，快速推出仓储费减免、优先赔付、优惠贷款等政策稳定商家，给平台处理突发事件提供了成熟参考；地缘政治政策风险加剧，平台需要提前布局多元市场，对冲单一市场的政策风险。 本次周报汇总了最新跨境电商产业动态，呈现了多个行业新动向和新问题，可供产业研究者参考，核心内容如下： 1.产业新动向：一是内容电商持续保持超高增速，TikTok Shop进入新兴市场一年就能实现数十倍上百倍的增长，直播电商已经成为核心增长引擎，传统电商平台也在加速升级配送和会员服务应对竞争；二是自营平台第三方化趋势明显，SHEIN第三方业务占比已经提升到14.3%，多个传统自营平台开放第三方卖家入驻，丰富平台品类生态；三是区域市场格局变化，SHEIN美国市场收入占比从29.4%下降到24.1%，欧洲和其他新兴市场占比持续提升，速卖通在美国Z世代市场实现领先增速，市场格局正在重构。 2.新问题与启示：地缘政治带来新的政策风险，美国禁售中国人形机器人新机型，提醒出海产业需要加快多元化布局分散风险；中小商家抗风险能力弱，遇到不可抗力损失惨重，需要平台和行业完善风险分担机制，出台更多扶持政策。 返回默认 声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。 我是 品牌商 卖家 工厂 服务商 平台商 研究者 帮我再读一遍。 更多推荐 TikTok Shop英国直播销售额年增55% 日均开播超过6000场 亚马逊Q2财报：净利润同比大增245% 当日或隔日达商品增加40%以上 Quick Summary This content rounds up the core events and key data from the cross-border e-commerce sector over the past week. Below are the key takeaways: 1. Latest core earnings reports of leading players: Amazon posted 20% YoY revenue growth to $200.6 billion in Q2, with net profit surging 245% YoY. Its advertising revenue grew 26%, exceeding market expectations. SHEIN has passed the Hong Kong Stock Exchange hearing, reporting a net income of $41.847 billion in 2025. Its third-party marketplace business now accounts for 14.3% of total revenue, and the company has over 281 million active global customers. 2. Latest strategic moves from major platforms: Amazon has launched an AI-powered shopping chatbot, expanded 30-minute ultra-fast delivery in the UK, and is testing the removal of the hijacking entry for third-party sellers. TikTok is testing a standalone e-commerce membership in the US to compete with Amazon Prime; its Japanese site saw over 30x user growth one year after launch, while its Brazilian site achieved 102x GMV growth in its first year, with live commerce serving as the core growth engine. 3. Industry policies and macro trends: The U.S. FCC has banned the sale of uncertified new Chinese humanoid robot models. Thailand has extended its 7% VAT discount for another year. UK online retail sales jumped 11.7% YoY in Q2, with online penetration hitting a multi-year high. This weekly report covers channel shifts and consumption trends in cross-border expansion, offering actionable insights for brands planning global expansion. Key takeaways are as follows: 1. Growth opportunities in emerging channels: TikTok Shop is growing extremely rapidly in emerging markets including Japan and Brazil. Its Japanese market recorded over 30x user growth one year after launch, with live commerce contributing 60% of GMV; its Brazilian market saw 102x GMV growth in the first year, with fashion accessories and beauty & personal care ranking as the top-selling categories. AliExpress has become the fastest-growing platform in terms of brand appeal among U.S. Gen Z, making it a high-quality new channel for brands to reach young American consumers. 2. Consumption trend insights: UK online retail staged a clear rebound, with Q2 sales growing 11.7% YoY and non-food online penetration rising to 39%. Unusually high temperatures have boosted demand for outdoor goods and cooling appliances. SHEIN's third-party marketplace business is growing rapidly, now accounting for 14.3% of total revenue, creating new incremental global market opportunities for brands that can open stores on the platform. 3. Operational insights: Leading platforms are boosting user retention through faster delivery and membership programs. Brands can gain additional traffic by aligning with platform membership benefits, and boost repeat purchases by optimizing delivery experiences. This weekly report covers the latest policies, growth opportunities and risk alerts in cross-border e-commerce, providing practical guidance for cross-border sellers. Key insights are as follows: 1. New opportunities in new markets: TikTok Shop is growing extremely quickly in Japan and Brazil, with live commerce as the core growth engine. It has expanded membership services and logistics pickup and delivery coverage in Europe and North America, further lowering logistics costs and entry barriers. Temu has partnered with Slovenia Post to expand logistics in Southeast Europe, and opened up local seller partnerships. Cainiao has upgraded its European logistics network, delivering to Eastern Europe within 4 business days and offering pickup in Germany for sellers with as few as 50 orders per shipment, drastically cutting logistics costs for small and medium-sized sellers. 2. Risk alerts: The U.S. FCC has issued a ban on the sale of unauthorized new Chinese humanoid robot models. Affected sellers should diversify into multiple markets such as Europe and Southeast Asia in advance to hedge risks. Amazon is testing the removal of the seller hijacking entry, so sellers that have long relied on hijacking other sellers' listings need to adjust their operational strategies proactively. 3. Guidance for incident response: After the Wildberries warehouse attack, the platform quickly rolled out support policies including discounted storage fees, free warehouse transfers and priority claim payouts. Sellers facing force majeure events can proactively apply for such support to reduce losses. This weekly report outlines the latest trends in cross-border e-commerce, offering guidance for export-focused factories on production adjustment and business expansion. Key insights are as follows: 1. Production demand guidance: Category demand varies across regional markets. In TikTok's Brazilian market, fashion accessories and beauty & personal care are the top-selling categories, accounting for 50% and 46% of sales respectively. A heatwave in the UK has boosted demand for outdoor goods and cooling appliances such as fans and air conditioners. Factories can adjust production plans and inventory allocation to match these market demands. 2. Business expansion opportunities: SHEIN's third-party marketplace is expanding rapidly, with its share of total revenue rising to 14.3%, so factories can partner with SHEIN as suppliers or open their own stores directly on the platform. Temu is expanding local seller services in Southeast Europe, and Cainiao has upgraded its European logistics capabilities, lowering the logistics barrier for factories going global, enabling even small and medium-sized factories to test direct cross-border expansion. 3. Insights for digital transformation: Cross-border platforms now generally require small-batch production with fast turnaround. SHEIN adds nearly 4,700 new styles on average per day, placing high demands on factories' flexible production capabilities. Factories need to accelerate digital transformation to improve their ability to quickly launch new styles and support flexible production to meet platform requirements. This weekly report covers the latest changes in the cross-border e-commerce industry, helping cross-border service providers identify new business opportunities. Key takeaways are as follows: 1. The overall industry outlook is positive: Cross-border e-commerce continues to grow at a high pace. UK online retail sales grew 11.7% YoY in Q2, with online penetration hitting the highest level since 2021. Leading platforms including Amazon, SHEIN and TikTok Shop all maintain strong growth, driving sustained rising demand for supporting marketing, logistics and compliance services. 2. Clear client pain points: Small and medium-sized sellers generally face high logistics costs and high shipping thresholds when expanding overseas, while brands need new marketing and customer acquisition channels for cross-border expansion. The boom in content e-commerce has also created additional demand for supporting services. 3. New business opportunities: Leading platforms are accelerating their global expansion. TikTok Shop is expanding logistics coverage in emerging European and American markets, while Temu is expanding into Southeast Europe. Service providers can partner with platforms in these newly expanded regions to offer localized compliance, marketing and logistics support services. AI is already being applied to shopping guidance, with Amazon launching an AI shopping chatbot. Service providers can develop AI-powered marketing and shopping guidance solutions tailored for cross-border e-commerce to capture this emerging market. This weekly report summarizes the latest operational moves of major global cross-border platforms, offering reference for peer platforms on operations, merchant recruitment and risk response. Key insights are as follows: 1. Reference for product and feature innovation: Leading platforms are innovating around user experience. Amazon has launched an AI shopping chatbot to improve shopping decision-making, and is testing adjustments to its seller hijacking rules to improve user experience. TikTok has launched a standalone e-commerce membership to compete with Amazon Prime, which does not bundle extra services like video or music, taking a differentiated approach. These new strategies are valuable references for industry peers. 2. Reference for merchant recruitment and expansion: Major platforms are accelerating globalization and opening up to third-party sellers. TikTok Shop attracts merchants by expanding official logistics pickup and delivery coverage, while Zalando's ABOUT YOU opened a third-party seller marketplace in Poland to expand its product assortment. This shows that improving localized logistics infrastructure and building an open ecosystem are core to attracting merchants, and platforms need to continuously optimize local services to attract sellers. 3. Reference for risk response: After the force majeure incident of the Wildberries warehouse attack, the platform quickly rolled out policies including storage fee discounts, priority claim payouts and discounted loans to stabilize merchants, setting a mature example for platforms handling unexpected events. As geopolitical and policy risks intensify, platforms need to diversify into multiple markets in advance to hedge policy risks from over-reliance on a single market. This weekly report summarizes the latest cross-border e-commerce industry dynamics, highlighting multiple new industry trends and issues for industry researchers. Key content is as follows: 1. New industry trends: First, content e-commerce continues to grow at an extremely high rate. TikTok Shop can achieve tens to hundreds of times growth within one year of entering a new emerging market, and live commerce has become the core growth engine. Traditional e-commerce platforms are also accelerating upgrades to delivery and membership services to compete. Second, the trend of self-operated platforms opening up to third-party sellers is clear: SHEIN's third-party business already accounts for 14.3% of total revenue, and multiple traditional self-operated platforms have opened up to third-party sellers to enrich their product ecosystem. Third, the regional market landscape is shifting: SHEIN's U.S. market revenue share has fallen from 29.4% to 24.1%, while the share of Europe and other emerging markets continues to rise. AliExpress has achieved leading growth among U.S. Gen Z, and the overall market landscape is being reshaped. 2. New issues and insights: Geopolitical tensions have created new policy risks, as seen in the U.S. ban on new Chinese humanoid robot models, which highlights the need for cross-border industries to accelerate diversified market布局 to分散风险. Small and medium-sized merchants have limited risk resilience and suffer heavy losses when facing force majeure, so platforms and industry bodies need to improve risk-sharing mechanisms and roll out more support policies. Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com . I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again. More Recommend TikTok Shop UK Live Streaming Sales Grow 55% Year-on-Year, With Over 6,000 Live Streams on Average Daily Amazon's Q2 Financial Report: Net Profit Soars 245% Year-on-Year, Same-day or Next-day Delivery Products Increased by Over 40% 【亿邦原创】 过去一周，跨境电商领域发生了这些事： # 平台动向 # 【亚马逊】 1 亚马逊Q2财报：净利润同比大增245% 当日或隔日达商品增加40%以上 亚马逊二季度总营收同比增长20%，达2006.06亿美元；营业利润为274.61亿美元，同比增长43%；净利润为626.47亿元美元，同比增长245%，折合每股收益为5.75美元。截止到本年度6月30日的12个月，亚马逊营业现金流增长33%，达1614亿美元；自由现金流因购买房产和设备，从259亿美元降至76亿美元。 广告业务本季度表现强劲，同比增长26%，单季营收达198.1亿美元，超出市场预期。实体店净销售57.9亿美元，和去年同期持平。零售业务方面，亚马逊CEO安迪·贾西（Andy Jassy）表示，Prime会员配送速度实现新突破，当日或隔日送达商品增加40%以上。 从区域市场来看，亚马逊北美业务板块销售额同比增长16%，达1162亿美元，营业利润为91亿美元，比去年同期75亿美元增长21.33%。国际业务方面，实现销售额同比增长15%达422亿美元，营业利润为17亿美元，比去年同期15亿美元增长13.33%。 2 亚马逊推AI购物聊天功能“Join the chat” 亚马逊近日在美国市场推出AI购物互动功能“Join the chat”，用户收听AI生成的商品音频摘要时，可通过文字或语音向AI主播提问并获得实时回答。该功能嵌入此前发布的“Hear the highlights”音频摘要服务中，后者覆盖数百万商品详情页，AI主播结合商品信息、用户评论及公开数据生成短篇讲解。 3 亚马逊在英国拓展Amazon Now服务，配送最快30分钟达 亚马逊宣布旗下超高速配送服务Amazon Now正式在曼彻斯特上线。这是今年年初该服务在伦敦上线后，首次覆盖英国首都以外的城市，可实现数千种食品杂货及家居必需品约30分钟或更短时间送达。 亚马逊英国区负责人John Boumphrey提及，这是品牌承诺提升配送速度的最新动作，目前英国全境已有数百万件商品支持当日或次日送达。Amazon Now每周7天开放，用户可通过亚马逊应用程序及官网下单，服务覆盖35个品类的数千种商品。 4 亚马逊跟卖入口或将取消 据亚马逊卖家圈反馈，近日，部分商品详情页在"购物车"下方不再展示"Other Sellers on Amazon（亚马逊上的其他卖家）"板块，即便该ASIN下仍有多个活跃第三方卖家在售，测试结果与账户、配送地相关且变化不规律。目前，亚马逊尚未官宣取消“跟卖入口”，行业普遍判断为A/B测试。 【TikTok Shop】 1 TikTok Shop在美小范围测试Plus会员服务，对标亚马逊Prime 日前，TikTok正面向部分美国用户灰度测试一项名为“TikTok Shop Plus”的电商会员服务，直接对标亚马逊Prime。 据悉，该服务整合于TikTok Shop之内，月费分6美元、10美元、15美元三档，会员可享免运费、商品折扣和专属优惠券。测试案例显示，一款平时售价约57美元的护发产品，TikTok Shop Plus会员在叠加优惠后可降至47美元入手，并享受3日达的免费配送服务；另一款售价约50美元的美容产品，Plus会员可获得5美元优惠。 另外，TikTok Shop Plus不同于亚马逊Prime的是，它仅聚焦于电商消费福利，不捆绑视频、音乐等增值服务。 2 CBT服务再开新区！TikTok Shop美区官方揽派范围拓展至佛州地区 日前，TikTok Shop官方宣布，其官方揽派服务CBT（Collection by TikTok）正式进驻佛罗里达州迈阿密地区，服务版图再度扩大。 据悉，CBT是TikTok Shipping推出的尾程增值服务，覆盖揽收与派送全链路。在服务覆盖范围内，TikTok Shop为符合条件的商家提供免费上门揽收，由CBT完成末端派送，同时商家可享受更具优势的物流费率。 佛罗里达州加入后，CBT揽收网络已覆盖全美九大核心区域，包括南加州、纽约州、新泽西州、宾夕法尼亚州、马萨诸塞州、德克萨斯州、佐治亚州、伊利诺伊州核心区域。 3 TikTok Shop日本上线一年：用户增长超30倍，直播GMV占比约六成 TikTok Shop在日本上线一周年数据显示，截至2026年6月，平台用户规模较上线初期增长超30倍。超过70%的商品交易总额来自短视频和直播等内容驱动的消费，其中直播贡献约60%的内容GMV。用户年龄结构呈现均衡化趋势，35岁及以上用户占约六成。 4 第三方报告：2025年TikTok为英国经济贡献至少100亿英镑 据英国调研机构Public First发布的最新报告，2025年TikTok为英国经济总增加值贡献至少100亿英镑，支撑15.3万个就业岗位。 根据报告内容，91%使用TikTok Shop的商家提到平台带动了自身销售额增长，28%的入驻商家曾因平台效应出现产品售罄。所有使用TikTok的商家累计新增招聘3.1万人。中小企业受益表现突出，2025年TikTok帮助英国中小企业增收34亿英镑，84%的中小企业称平台帮助其提升销售额，28%的中小企业因入驻平台直接新增员工岗位。 目前英国已有超过30万中小商家入驻TikTok Shop，平台直播购物规模年同比增长55%，日均开展6000场以上直播购物活动。 5 TikTok Shop巴西上线一年GMV暴增102倍，直播电商成增长引擎 Opinion Box研究显示，TikTok Shop进入巴西市场一年后，45%用户了解该功能，31%已完成购买，日GMV增长102倍。直播电商成为核心驱动力，直播数量增长20倍，GMV飙升161倍。时尚配饰（50%）和美容个护（46%）是最畅销品类。 【阿里巴巴】 1 超越Lululemon，速卖通成美国Z世代品牌吸引力增速第一 美国Ad Age与The Harris Poll联合发布的2026年Q2 Z世代品牌追踪榜显示，速卖通（AliExpress）品牌综合评分季度环比提升17.2分至52.5，超越Lululemon、Grok、Shake Shack等一众美国本土热门品牌，成为全美Z世代消费者“品牌吸引力增速”第一的电商平台。 【SHEIN】 1 SHEIN第三方平台业务占比已达14.3%，2025年净收入达321亿美元 希音国际控股有限公司（以下简称“SHEIN”）日前通过港交所聆讯，由高盛、摩根士丹利、摩根大通联席保荐。其聆讯后资料集显示，2023年至2025年，公司净收入分别为321.03亿美元、387.48亿美元和418.47亿美元，净收入增速分别为41.1%、20.7%、8.0%。 作为“全球最大的线上时尚目的地”，截止到2025年，SHEIN为约160个市场的约2.73亿活跃顾客提供服务。截至2026年3月31日止十二个月，活跃顾客数进一步增长至约2.81亿。目前，公司拥有超过200万个服装款式，平均每天新增约4700个服装款式；总订单量从2023年的7.15亿单增长至2025年的10.78亿单；顾客年度下单频次维持在3.8至4.0次。 从收入结构看，SHEIN服务收入占比从2023年的2.7%上升至2025年的11.3%，2026年一季度达到14.3%，反映出SHEIN第三方卖家平台业务的快速扩张。 按地区划分，2025年，SHEIN来自美国市场的收入占比为24.1%，较2023年的29.4%有所下降；欧洲市场收入占比35.4%，较2023年的31.8%有所上升；其他地区则占比40.5%，较2023年也有所上升。 【Temu】 1 Temu与斯洛文尼亚邮政达成合作：强化东南欧物流能力、聚焦本地卖家服务 日前，Temu与斯洛文尼亚邮政正式签署扩大合作协议，双方将围绕物流履约与本地卖家支持展开更深入的合作，进一步强化在斯洛文尼亚及东南欧地区的电商物流能力。 根据协议，斯洛文尼亚邮政将依托其全国配送网络以及斯洛文尼亚邮政集团的综合物流资源，为Temu的本地卖家计划提供支撑。这一安排将帮助斯洛文尼亚电商卖家获得更加高效的物流解决方案，覆盖公路、海运、航空及铁路运输，并具备仓储、配送、清关和供应链综合物流能力，为区域及国际市场提供完整的供应链服务。 【其他平台】 1 俄罗斯电商Wildberries仓库被袭，波及大量中小商家 当地时间2026年7月下旬，乌克兰方面对俄罗斯最大线上零售商Wildberries的四处仓储设施发起无人机袭击。 本次袭击对俄罗斯中小商家造成明显冲击。行业分析人士估算，四处遭袭仓储设施占Wildberries总仓储面积的12%左右，货物损失规模最高或达30亿美元。不少商家在社交平台发布内容，提及存放在涉事仓库的货物全部损毁。 Wildberries此前更新卖家规则，明确不可抗力包含无人机袭击，平台不对这类情形下的库存损失承担责任。随后平台公布多项扶持政策，包括仓储费折扣、免费转仓至其他设施、旗下银行优惠贷款等，同时启动埃列克特罗斯塔利仓库涉事卖家的赔偿工作，首批赔付对象为8.8万名小微创业者，相关资金24小时内将到账。 2 ABOUT YOU波兰开放第三方卖家 平台近日，Zalando集团旗下时尚电商平台ABOUT YOU在波兰正式上线Marketplace业务。该平台面向第三方品牌及商家开放，允许其通过aboutyou.pl直接面向消费者销售商品。首批入驻品牌约600个，上架商品近10万款。ABOUT YOU自2018年进入波兰市场，此次开放平台旨在扩大商品供给、增强本地化服务能力，并加速品牌生态建设。 # 商家圈 # 1 千岸科技在北交所挂牌上市，总市值超58亿元 深圳千岸科技股份有限公司（以下简称“千岸科技”）正式在北交所挂牌上市，股票代码为920065。其发行股票数量为1750万股，发行价格为每股24.30元，截至发稿，股票价格最高达65.00元/股，较发行价上涨167.49%，公司市值约为58.66亿元。 招股书显示，2023年至2025年，公司营业收入分别为14.00亿元、16.67亿元、19.81亿元，复合年均增长率约为18.95%。同时，公司净利润呈加速增长态势，2024年与2025年公司净利润增长率分别为49.53%、52.24%。 # 海外营销 # 1 Facebook推出Marketplace卖家APP，上线免费验证系统 社媒应用Facebook的线上市集Facebook Marketplace当前月均上架商品超4.3亿，月活跃用户规模超11亿。针对高频上架商品的卖家群体，日前，Facebook推出独立命名为Seller的独立应用，功能覆盖管理上架商品、对接买家、追踪商品销售表现。 与此同时，Facebook还上线了免费身份验证系统Facebook Verified，以优化Marketplace等场景的卖家管理与平台秩序。 2 YouTube购物联盟计划登陆英国，创作者可推广商品赚佣金 YouTube购物联盟计划正式登陆英国，为YouTube合作伙伴计划的频道创作者开辟额外创收渠道。创作者可通过推广商品赚取佣金，品牌与零售商则获得通过内容创作者触达消费者的新途径。玛莎百货、Boots UK、Currys等知名零售商成为首批合作伙伴。该计划支持短视频、长视频及直播等多种内容形式，创作者需满足500+粉丝门槛方可参与。 # 跨境物流 # 1 菜鸟欧洲G2G服务再升级：东欧提速至“4日达”、德国散仓支持50单起提 日前，菜鸟官方宣布完成欧洲G2G跨境物流服务的新一轮能力升级。 东欧时效提升是本次升级的重点。菜鸟依托欧洲本地分拨网络，目前已实现全欧洲发往东欧各国4至6个自然日送达，覆盖波兰、匈牙利、捷克、罗马尼亚、保加利亚等主要市场。 德国方向则新增了散仓提货模式。全欧洲发往德国的订单，进单量达到50单即可安排提货，不再要求整柜或大批量起运。 # 政策与数据 # 1 美国FCC禁售中国人形机器人，冲击整体可控 当地时间7月28日，美国联邦通信委员会（FCC）正式宣布更新其“受管制清单”（Covered List），首次将外国生产的人形机器人、四足机器人列入其中，该禁令自公布之日起立即生效，适用于所有尚未获得FCC设备授权的新机型。已获得FCC认证的型号暂时不受直接影响，可以继续销售，但FCC同时保留撤销已在美销售机型授权的权利。 此次禁令预计将对多家中国企业造成直接冲击。有分析指出，禁令针对的是未来新机型认证，存量设备暂时不受影响，这给了相关企业一定的缓冲空间。而各家企业已启动的欧洲、东南亚、中东等多元市场布局，或许能在一定程度上对冲美国市场的缺口，禁令反而会加速出海多元化的节奏。 2 泰国再延7%增值税一年 泰国内阁7月27日批准将7%增值税优惠税率再延一年，有效期至2027年9月30日，避免税率跳涨至10%法定标准。该税率覆盖商品销售、服务及进口环节，不含地方税部分为6.3%，含税后为7%。此举旨在对冲通胀压力、稳消费信心，并为跨境电商提供确定性政策窗口。 3 英国线上零售回升：二季度零售额同比大增11.7% 英国国家统计局数据显示，2026年二季度线上零售额同比增长11.7%，6月单月飙升14.4%，线上渗透率达29.4%，为2021年4月以来最高。高温天气推升户外用品、运动商品、电风扇及空调等品类需求，非食品线上渗透率升至39%。亚马逊以432亿美元英国本地收入、超170亿欧元年度投资稳居龙头。 文章来源：亿邦动力 单篇购买 点击查看全文