What’s New in E-commerce? — October 2, 2026

Temu Dominates European E-commerce in Key Markets

Chinese marketplace Temu has rapidly climbed to the top 10 online retailers across most of Europe, securing the #1 spot in four countries. This aggressive cross-border expansion significantly impacts the competitive landscape, especially in markets without a strong Amazon presence.

Source: Ecommerce News / Read more

Amazon Integrates Competitor Channels into Seller Central

Amazon is integrating four additional sales channels into its Seller Central platform, offering these tools for free. This strategic move positions Seller Central as a broader operational hub for merchants, potentially increasing their reliance on Amazon while centralizing multi-channel selling management.

Source: Haendlerbund / Read more

Payback Tests Direct Shopping Marketplace in App

Loyalty program giant Payback is piloting “Payback Produkte,” a direct shopping marketplace within its app. This initiative expands Payback beyond a pure loyalty program, creating a new sales channel for its 700+ partners and leveraging its 35 million user base for direct e-commerce.

Source: etailment / Read more

Marketplace Sellers Prioritize Profitability Over Volume

A new trend shows marketplace sellers are increasingly measuring success by profit margin rather than sales volume, with nearly half adding 2-3 new marketplaces in the past year. This strategic shift indicates a maturing market where sustainable growth and efficiency are prioritized.

Source: Ecommerce News / Read more

Anthropic Launches App Store for Claude AI

Anthropic has opened a dedicated marketplace for its AI, Claude, featuring over 2,000 plug-ins, enterprise software interfaces, and partner agents. This creates a new type of B2B marketplace for AI-driven solutions, offering businesses a centralized hub for integrating advanced AI capabilities.

Source: etailment / Read more

Walmart Rolls Out Digital Shelf Labels for Enhanced Item Discovery

Walmart is deploying innovative light-up digital shelf labels across its stores, integrated with its mobile app. This technology aims to significantly improve the in-store shopping experience by guiding both customers and employees directly to specific products. For cross-border e-commerce, this initiative underscores the growing importance of seamless omnichannel experiences and efficient inventory location, setting a new standard for customer convenience and operational efficiency that can be adapted for advanced fulfillment centers or physical retail expansions globally.

Source: CNBC / Read more

DHL Expands Parcel Locker Network in DACH Region

Deutsche Post’s DeinFach parcel locker network is merging with Myflexbox, operating under the Myflexbox brand. This strategic move will integrate approximately 3,000 Myflexbox stations into DHL’s existing network across Germany and Austria, with an ambitious goal to reach 50,000 stations in Germany by 2030. This expansion significantly enhances last-mile delivery and return options, boosting convenience for e-commerce customers and strengthening DHL’s competitive position in the DACH market.

Source: etailment / Read more

DHL eCommerce Targets Eastern Europe for Acquisitions

DHL eCommerce is actively seeking further acquisitions of parcel companies in Eastern Europe, signaling a strategic focus on expanding its footprint in the region. Following the planned purchase of Venipak in the Baltics, CEO Pablo Ciano confirmed that Eastern Europe is now central to the division’s European acquisition strategy. This initiative aims to bolster DHL’s delivery capabilities and market share, providing enhanced logistics solutions for cross-border e-commerce businesses operating in or expanding into these growing markets.

Source: Ecommerce News / Read more

ThredUp Dives into Live Shopping, Eyes B2B Services

ThredUp, the second-hand fashion retailer, has launched its first live shopping show on Whatnot, offering a range of apparel from entry-level to luxury directly from its distribution centers. This move expands its sales channels and explores a potential B2B model by considering offering its inventory, data-driven assortment tools, and logistics to other fashion sellers on Whatnot, signaling a strategic push into social commerce and platform services.

Source: etailment / Read more

Temu, Shein, and AliExpress Capture Over 90% of EU Cross-Border Purchases

In 2025, Temu, Shein, and AliExpress collectively accounted for a staggering 90% of all online spending by European Union consumers on physical goods purchased from outside the EU. Out of €55.1 billion spent abroad, these three platforms alone captured €49.7 billion. This data underscores the immense market penetration and competitive challenge posed by these Asian e-commerce giants to traditional retailers and other cross-border players within the European market.

Source: Ecommerce News / Read more

Over 75% of Retailers Unprepared for AI Product Discovery

A recent Channable report, analyzing nearly 10,000 retailers, found that over 75% lack the necessary product feed attributes for optimal visibility on AI platforms like Google’s AI Mode and Gemini. This significant gap highlights a critical challenge for e-commerce businesses in ensuring their products are discoverable in an increasingly AI-driven shopping landscape, directly impacting cross-border visibility and sales.

Source: etailment / Read more

Shopify Empowers AI Agents for Full Transaction Automation

Shopify has significantly advanced “Agentic Commerce” by enabling browser-based AI agents to complete entire purchase processes, including payment via Shop Pay, with user authorization. This move, contrasting with some marketplaces’ cautious approach to AI agents like Meta’s Muse, marks a pivotal step towards fully automated, AI-driven shopping experiences, streamlining cross-border e-commerce transactions.

Source: etailment / Read more

“Agent Orchestration” Becomes Hottest AI Skill, Driving Efficiency

The demand for AI engineers specializing in “agent orchestration”—the ability to coordinate multiple specialized AI agents—has skyrocketed by 1,721% on Wall Street, indicating a crucial emerging skill across industries. This advanced AI capability is also poised to enhance e-commerce efficiency, with better-informed shoppers potentially leading to a reduction in product returns, improving profitability for cross-border operations.

Source: CNBC / Read more

Major European Mobile Payment Providers Launch Unified Network

Five leading European mobile payment services – Bancomat (Italy), Bizum (Spain), Wero (Germany/France), MB Way (Portugal), and Vipps MobilePay (Nordics) – have jointly established the “European Network for Payments” (ENP). Headquartered in Madrid, this new entity aims to interconnect their services through a shared technical infrastructure, bringing together approximately 130 million users across 13 countries.

While the initial focus is on facilitating cross-border person-to-person (P2P) payments, the network plans to expand its capabilities to include in-store and online payments in subsequent development phases, promising future simplification for cross-border e-commerce within Europe.

Source: etailment / Read more

Alphabet Challenges EU’s Digital Markets Act

Alphabet (Google) is suing the EU Commission over Digital Markets Act (DMA) obligations. Google contests requirements to share search data and open Android interfaces to AI rivals by 2027, citing data privacy and security risks. This highlights ongoing tensions between tech giants and EU regulators.

Source: etailment / Read more

BGH Overturns Amazon Prime Price Hike

Germany’s Federal Court of Justice (BGH) invalidated Amazon’s 2022 Prime price increase. The ruling states Amazon failed to adequately inform customers how to object, allowing affected members to claim refunds. This reinforces consumer protection laws regarding subscription changes.

Source: etailment / Read more

E-commerce Sellers Face New Compliance Hurdles & Abmahnungen

Online retailers are seeing increased “Abmahnungen” (warning letters) for issues like missing GPSR info and misleading product descriptions. The new EU “Gewährleistungslabel” (warranty label) also poses implementation challenges on marketplaces, raising liability concerns for sellers.

Source: Haendlerbund / Read more

Brand Protection Efforts Intensify & Market Instability

Temu launched a portal for brand owners to report IP infringements, while a major raid uncovered a network selling fake Samsung phones. Meanwhile, the EU decision on JD.com’s MediaMarktSaturn acquisition is postponed, and Galeria filed for its fourth insolvency.

Source: etailment / Read more

Lowering Customer Acquisition Cost (CAC) on Digital Platforms

Hal Smith of H Street Digital highlights that lowering Customer Acquisition Cost (CAC) on platforms like Meta and Google starts with a compelling offer. For cross-border e-commerce, a strong, localized offer is crucial to efficiently attract and convert international customers, maximizing ROI across diverse markets.

Source: Practical Ecommerce / Read more

ROAS as the Core Metric for Ad Investment

The principle that advertising investment should directly correlate with sales and profit reinforces Return on Ad Spend (ROAS) as a primary “source of truth.” This metric is vital for cross-border e-commerce, ensuring that global ad campaigns are not only driving traffic but also generating measurable revenue and profitability in each target region.

Source: Practical Ecommerce / Read more

German Court Upholds Comparative Advertising with Test Results

A German court has affirmed that comparative advertising using independent test results (e.g., Stiftung Warentest) is permissible, provided clear details are disclosed. This ruling offers important guidance for cross-border e-commerce brands operating in Europe, enabling them to leverage credible comparisons while maintaining transparency and legal compliance.

Source: News / Read more

Free Returns Make a Strong Comeback in DACH Region

A recent EHI survey of 108 online retailers in the DACH region reveals a significant shift: 60.6% now fully cover return shipping costs, up from 49.2% last year. Customer loyalty drives this trend, with only one in ten retailers passing all costs to consumers. This highlights a growing consumer expectation for free returns, critical for cross-border e-commerce competitiveness, though over a quarter of retailers still don’t know the total cost of a return.

Source: etailment / Read more

Return Volumes Set to Reach New Record Highs

Experts predict return volumes will hit an unprecedented 560 million packages this year, largely attributed to increasing mobile app orders. For cross-border merchants, this trend signifies escalating operational costs and logistical complexities, emphasizing the need for efficient return processing and better product visualization to mitigate returns from mobile purchases.

Source: Händlerbund / Read more

Legal Nuances: Customer Withdrawal vs. Actual Return

A recent legal discussion addresses the scenario where a customer withdraws from a purchase but fails to return the item, raising questions about the retailer’s obligation to follow up. For cross-border operations, understanding these specific legal requirements and consumer protection laws in different markets is crucial for compliance and effective dispute resolution, impacting return policy communication and follow-up procedures.

Source: Händlerbund / Read more

EU Customs Reform Disproportionately Burdens Small E-commerce Shops

The new EU customs reform, effective July 1st, replaces the €150 duty-free threshold with a €3 flat fee per item from third countries, with an additional processing fee from November. This change disproportionately burdens small online retailers, who must raise prices or reduce margins, while larger platforms can mitigate costs through bundled shipments and EU warehousing. The Händlerbund advocates for stronger platform control and simpler customs procedures for SMEs.

Source: etailment.de / Read more

Austria Introduces National Parcel Levy for Large Online Sellers

Austria has implemented a new national levy of €2 per parcel, targeting online stores and marketplaces with over €100 million in annual sales to Austrian customers. This measure, effective immediately, aims to generate revenue but faces criticism from the industry, impacting thousands of businesses directly and indirectly. Companies should assess their exposure and potential operational adjustments.

Source: Ecommerce News / Read more

EU Tariffs on Chinese Imports Pose Risks for European Exporters

The EU’s additional tariffs on Chinese imports, intended to counter unfair competition and reduce dependencies, may also negatively impact European exporters. According to the Ifo Institute, these compensatory duties burden households and companies reliant on Chinese preliminary products, potentially weakening European industries that export a significant portion of their production outside the EU.

Source: etailment.de / Read more

Expedite Conversions with Subtle Webshop Cues

New insights reveal that merchants can significantly boost conversion rates by implementing specific, often overlooked cues within their webshop design and user flow. These tactics focus on streamlining the customer journey and reducing friction, which is particularly vital for cross-border e-commerce where clear, intuitive paths are essential for diverse audiences.

Source: Practical Ecommerce / Read more

Google Search Console’s New Image Filter Boosts Product Discovery

Google Search Console (GSC) has introduced a new image filter, providing a powerful tool for e-commerce businesses to understand and optimize how their products are discovered. Since many shoppers use image search to find products, this filter helps identify key discovery channels, offering a strategic advantage for improving visual SEO and product visibility in international markets.

Source: Practical Ecommerce / Read more

Mixed Signals in Global E-commerce Growth

September saw the GLORE50 index of top global online retailers decline by 7% after a summer recovery, reflecting market volatility. This contrasts with positive regional data, such as Germany’s internet and mail-order retail seeing a 3.7% real increase in August. Looking ahead, European e-commerce is projected for a 5% nominal growth this year, though growth is slowing, particularly in Eastern Europe. In the US, holiday retail sales are anticipated to exceed $1 trillion for the first time, with inflation contributing significantly to this growth.

Source: Exciting Commerce / Read more

Major E-commerce Players Face Headwinds and Recovery

Shein experienced a significant stock decline following the release of its half-year results and the cessation of bank support, highlighting a company in transition. Meanwhile, online fashion retailer ASOS reported a return to low single-digit growth in the final quarter of its financial year (ending August 30), after a 12% decline over the full year, though its customer base remains smaller. These developments underscore the challenging and competitive landscape for major cross-border e-commerce platforms.

Source: Exciting Commerce / Read more

Amazon’s Sustainability Label Boosts Sales, But Context Matters

A new study confirms Amazon’s “Climate Pledge Friendly” label significantly increases sales, with a 15.5% uplift in Europe and 12.5% in the US. However, the research cautions that promotional activities and advertising can inflate the perceived impact by 19-27%. The label proves most effective for previously less-noticed products and consumables, offering a clear signal for consumer purchasing decisions.

Source: etailment / Read more

Klarna Expands into Clothing Repair Services in UK & France

Klarna has launched a new service in the UK and France, facilitating clothing repairs, alterations, and cleaning. Partnering with “Save Your Wardrobe,” the initiative connects consumers with local repair businesses. This move addresses a market gap, as a study reveals that while most consumers recognize the cost savings of repairs, only a fraction utilize brand-offered repair services, and many are unaware such options exist.

Source: etailment / Read more

Amazon Expands Global Warehousing and Distribution to Europe

Amazon is set to launch its Global Warehousing and Distribution (GWD) service in Europe by the end of 2026, targeting Germany, France, Italy, Spain, and the UK. This expansion enables sellers to fulfill orders across multiple European countries from a single Amazon-operated facility, significantly streamlining cross-border logistics for e-commerce businesses. The move aims to simplify international shipping and reduce operational complexities for merchants leveraging Amazon’s network.

Source: Ecommerce News / Read more

Top Health & Wellness E-commerce Startups in DACH Region Revealed

Etailment, in collaboration with Warehousing1, has identified the top 25 most promising Health & Wellness online shops in the DACH region for 2026. This ranking highlights emerging players in a rapidly growing e-commerce sector, underscoring the increasing demand for specialized fulfillment solutions tailored to health and wellness products. The initiative provides valuable insights into market trends and potential partnership opportunities within this niche.

Source: etailment / Read more