What’s New in E-commerce? — September 18, 2026

Amazon Gains Significant Ground in Denmark Without Local Marketplace

Amazon has notably increased its market share in Denmark, with 15% of active online shoppers now buying from the platform, up from 10% in 2023. This growth, which sees Amazon catching up to Nordic retailer Boozt, is achieved without a dedicated local marketplace, relying instead on cross-border sales from neighboring countries. Danish consumers are primarily driven by price and product availability, indicating a strategic, rather than impulse, purchasing behavior.

Source: Ecommerce News / Read more

Amazon’s EU Reach Levels Off Amidst Slight Decline

Amazon reported a slight decrease in its monthly active recipients across the European Union, dropping from 195.2 million in the second half of last year to 193.9 million in the first half of this year. Despite this leveling off, Germany continues to be Amazon’s largest and most crucial market within the EU. This trend suggests a maturing market for Amazon in some European regions, prompting a focus on retention and deeper engagement.

Source: Ecommerce News / Read more

Allegro Extends Marketplace Tools to External Seller Stores

Polish marketplace giant Allegro is expanding its offering by making selected tools and services available for sellers to use in their own independent online stores. This initiative includes logistics, financial, and advertising solutions, empowering partners to boost sales beyond the Allegro platform. This strategic move could significantly enhance the capabilities of e-commerce businesses operating across Central and Eastern Europe, fostering a more integrated seller ecosystem.

Source: Ecommerce News / Read more

Costco Expands Uber Eats Delivery Nationwide in the US

Costco has significantly expanded its partnership with Uber Eats, now offering full-assortment delivery across all 47 U.S. states where it operates, covering nearly 600 warehouses. This move, alongside existing partnerships with Instacart and DoorDash, underscores the growing importance of third-party platforms for last-mile grocery delivery, with Costco reporting average delivery times of 45 minutes and rapid growth in this channel.

Source: etailment / Read more

Rewe Partners with Wolt, Signaling Shift in German Grocery Delivery

German supermarket giant Rewe has finally opened its doors to third-party delivery services like Wolt, a significant strategic shift after resisting for over three years. This partnership is seen as a potential “dam break” in the German food and grocery delivery market, indicating a broader trend of traditional retailers leveraging external platforms to meet consumer demand for rapid delivery.

Source: Exciting Commerce / Read more

German Fuel Prices Threaten Logistics Costs

Germany is facing a potential surge in fuel prices, with projections indicating costs could reach three Euros per liter. This development is prompting political discussions on countermeasures and poses a significant challenge for logistics and transportation sectors, potentially increasing operational costs for cross-border e-commerce and domestic delivery services.

Source: News / Read more

TikTok Shop’s US Growth Accelerates, Sephora Pilots Exclusive Launches

TikTok Shop reported a significant $15.1 billion in US sales for 2025, a 68% year-over-year increase, with a target of $20 billion for 2026. This rapid expansion is driven by low commissions, subsidized shipping, and expanded logistics. Major retailers like Sephora are adapting, launching new products exclusively on a TikTok pilot shop, leveraging creator content and livestreams before wider availability. This strategy highlights TikTok’s increasing influence in shifting retail launch paradigms and capturing market share in key categories like fashion, cosmetics, and electronics.

Source: etailment / Read more

Snapchat Leverages AR and Storytelling for Deeper Product Engagement

Snapchat is focusing on Augmented Reality (AR) and immersive storytelling to engage younger demographics, moving beyond traditional discounts and reach. This approach enables customers to virtually experience products and assess their fit for daily needs and lifestyles before purchase. By making products “tangible” and relatable, Snapchat aims to foster stronger connections and informed buying decisions, crucial for brands looking to build lasting relationships in the evolving social commerce landscape.

Source: etailment / Read more

EU Parliament Approves New Customs Fee for Small Shipments

The EU Parliament has passed a customs reform introducing a new fee per imported item for small consignments, effective November 1st. This fee will be paid by platforms, aiming to avoid direct burden on consumers, but will impact operational costs and compliance for cross-border sellers.

Source: Haendlerbund / Read more

eBay Consolidates EU Marketplaces to Boost Cross-Border Trade

eBay is unifying its European marketplaces under a single leadership structure to significantly simplify cross-border selling for merchants. This strategic move aims to provide sellers with easier access to new customers across the EU, streamlining operations and potentially increasing sales volumes.

Source: Haendlerbund / Read more

Bike24 Raises Revenue Forecast Amidst Cross-Border Expansion

Online bike retailer Bike24 has increased its 2026 revenue forecast to €345-360 million, driven by recent expansions into Denmark, Slovenia, and Ireland. However, the adjusted EBITDA forecast has been narrowed to €16-18 million, reflecting the costs associated with expansion, product mix changes, and geopolitical pressures. This highlights the complex financial dynamics of international growth.

Source: etailment / Read more

Global AI Spending to Skyrocket to $2.7 Trillion by 2026

Gartner projects global AI expenditures to surge by nearly 50% to $2.7 trillion by 2026, representing 42% of all IT spending. A significant portion, $1.48 trillion, will be allocated to infrastructure. While companies increasingly favor built-in AI functions from existing vendors, the model development segment is still expected to more than double to $28.3 billion, indicating a shift towards integrated, practical AI solutions. This massive investment underscores AI’s foundational role in future business operations.

Source: etailment / Read more

AI Increasingly Influences E-commerce Shopping Journeys, Yet Traditional Search Endures

Generative AI now appears in over 11% of online shopping journeys before a transaction, a significant jump from under 5% two years ago, according to Similarweb. Despite this rise, traditional search engines remain crucial, being used in 89% of cases. For cross-border e-commerce, this creates a dual visibility challenge: ensuring products are discoverable via both AI recommendations and classic search queries.

Source: etailment / Read more

Luxury Skincare Brands Struggle for Visibility in AI Recommendations

A new report reveals that luxury skincare brands are largely overlooked by AI recommendations, with six of the top ten premium online brands ranking beyond 300 in AI referrals. For instance, Helena Rubinstein, ranked 15th in e-commerce, falls to 1,531st in AI mentions. This challenge stems partly from AI’s difficulty processing unique brand language, highlighting a critical need for luxury e-commerce to adapt content for AI discoverability.

Source: etailment / Read more

India’s UPI Introduces Transaction Fees for Larger Payments

India’s popular UPI payment system will introduce a 0.4% fee for selected transactions over 2,000 Rupien (approx. $20) starting October 15. This ends a six-year free era, though small merchants and private transfers are exempt. For cross-border merchants in India, UPI remains significantly cheaper than credit cards, but costs are now a factor.

Source: etailment / Read more

ECB Seeks Online Merchants for Digital Euro Pilot Program

The European Central Bank (ECB) is inviting Eurozone online merchants to apply for a practical test run of the Digital Euro, with an application deadline of October 27. This signals progress in developing a Central Bank Digital Currency (CBDC) for Europe, potentially impacting future cross-border transactions and payment infrastructure.

Source: News / Read more

Alza.at Enhances Checkout with Klarna Integration

Austrian online retailer Alza.at has integrated Klarna, providing customers with flexible payment options including direct payment, 30-day invoicing, three interest-free installments, or financing. This highlights the growing importance of Buy Now, Pay Later (BNPL) solutions in enhancing customer experience and conversion. Offering localized payment methods like Klarna is crucial for cross-border success.

Source: etailment / Read more

Strategic Product Data Essential for New E-commerce Launches

Kenny Trusnik of Forest City Digital emphasizes the critical importance for new e-commerce stores to begin with extensive product data organized within a structured environment. This foundational approach ensures accuracy, consistency, and efficiency from the outset, preventing future complications.

For cross-border e-commerce, robust and well-structured product data is indispensable, as it significantly streamlines localization, translation, and adaptation processes for diverse international markets, accelerating global expansion efforts.

Source: Practical Ecommerce / Read more

Meta Held Liable for Proactive Filtering of Fake Ads in Germany

A German court ruled Meta must proactively filter fake ads and profiles on Facebook and Instagram, rather than waiting for user reports. This landmark decision holds Meta responsible as an active content distributor, not merely a neutral host, particularly when profiting from algorithmic ad placement. Non-compliance could lead to significant fines up to €250,000 and mandatory disclosure of earnings from fraudulent ads.

Source: etailment.de / Read more

EU Customs Reform: Platforms Become Importers for Third-Country Goods

The EU Parliament has finalized a customs reform that designates platforms from third countries as the legal importers of goods into the EU. This means platforms will now be directly liable for declarations, formalities, and duties. Repeated violations could incur penalties up to 6% of the past 12 months’ import value, alongside a new per-item fee to be determined by the EU Commission.

Source: etailment.de / Read more

EU Warranty Label Mandatory, Marketplaces Face Implementation Challenges

Effective September 27, the EU Warranty Label becomes mandatory, requiring clear display of warranty information. A recent audit of nearly 1000 online shops found none fully compliant, highlighting widespread challenges. Notably, platforms like Etsy are reportedly offering inadequate “interim solutions” that may expose sellers to legal risks, underscoring the need for sellers to ensure their listings meet the new requirements.

Source: Haendlerbund.de / Read more

Persistent Compliance Gaps & Abmahnung Risks for Online Retailers

Recent analyses reveal widespread legal deficiencies in online shops, with common pitfalls including missing mandatory information, misleading advertising, and price errors. A Händlerbund study highlights these as major abmahnung (warning letter) risks. Furthermore, marketplaces are often slow or faulty in implementing new legal requirements, potentially leaving sellers liable for non-compliance.

Source: Haendlerbund.de / Read more

AI and ChatGPT Reshape Advertising Spend and Engagement

E-commerce marketing executives are shifting 63% of new budgets to AI shopping tools and cashback apps, moving from traditional digital advertising. Shopify merchants in Germany can book ChatGPT ads directly from their backend from September 23rd, with automatic product catalog integration. OpenAI also tests “Sponsored Agents” in the US, enabling direct chatbot interaction.

Source: etailment / Read more

Retail Media Offers Significant Revenue and Margin Opportunities

Retail media is a growing revenue source and margin opportunity for e-commerce merchants. It allows retailers to leverage customer data for net revenue, while advertisers gain access to profitable, high-intent customers, connecting brands with shoppers directly within the retail environment.

Source: Practical Ecommerce / Read more

Brands Invest in Rebranding and Global Partnerships for Market Expansion

Brands are strategically rebranding and forming international partnerships for market expansion. Tropical Smoothie Cafe and Carter’s children’s clothing are undergoing makeovers. Globally, NASCAR explores expansion via media strategy, and Stephen Curry’s deal with Chinese brand Li-Ning highlights cross-border athlete endorsements.

Source: CNBC / Read more

Amazon Confirms 48-Hour Prime Deal Days Sales Event

Amazon has confirmed its 2026 Prime Deal Days, a 48-hour exclusive sales event for Prime members. This recurring promotion offers significant opportunities for brands and sellers to boost sales and reach a large, engaged audience, reinforcing Amazon’s role as a dominant retail media platform.

Source: News / Read more

Germany to Reform Import VAT Pre-Financing

Germany is moving to reform its Import VAT system, introducing a new offsetting model designed to eliminate the need for businesses to pre-finance these taxes. This initiative, supported by federal finance ministers and welcomed by logistics associations, aims to significantly improve cash flow for companies importing goods.

For cross-border e-commerce businesses, this reform means reduced upfront capital requirements and a more efficient, less burdensome import process when bringing products into Germany and potentially the wider EU market.

Source: Haendlerbund / Read more

Google Removes Product Carousels in European Economic Area

Google has almost entirely removed product carousels from shopping-related search results across the European Economic Area (EEA). This significant change, announced last week to comply with the Digital Markets Act (DMA), abruptly reduces organic visibility for online retailers. Cross-border e-commerce businesses must now re-evaluate their SEO strategies to maintain presence in the crucial European market.

Source: Ecommerce News / Read more

The Evolving Landscape of AI Search: GEO vs. Classic SEO

Estée Lauder is proactively investing in “Generative Engine Optimization” (GEO), utilizing an AI marketing platform to ensure its brand content is accurately interpreted and recommended by chatbots and large language models globally. This strategy aims to optimize product pages and digital assets for AI visibility. However, Google maintains that traditional SEO practices are sufficient for appearing in its AI-generated answers, suggesting that specialized GEO measures may not be necessary for visibility within Google’s ecosystem. This divergence highlights a key strategic debate for brands navigating the future of search.

Source: etailment / Read more

Branded Sites Remain Essential for Direct Customer Relationships

Amidst evolving search landscapes and platform changes, the importance of direct relationships with shoppers through branded websites is re-emphasized. For merchants, maintaining a strong, optimized owned channel is vital for fostering customer loyalty, controlling the brand narrative, and ensuring long-term success in cross-border e-commerce. This foundational strategy provides stability against external platform shifts.

Source: Practical Ecommerce / Read more

Germany’s Digital Economy Outpaces Automotive, Driven by E-commerce

The German digital economy now contributes a substantial €481.5 billion annually, representing nearly 12% of the nation’s economic output, significantly surpassing the automotive sector’s 5%. A large portion of this growth, €289 billion, comes from 166,000 digitally-driven companies, including online retailers. This highlights the immense scale and job creation power of the digital sector, particularly for mid-sized businesses crucial for cross-border trade.

Source: etailment / Read more

Beyond ROAS: The Critical Need for Profitability Metrics in E-commerce

A high Return on Ad Spend (ROAS) doesn’t automatically guarantee profitability, warns Bernd Schottdorf of Decore. His analysis demonstrates how factors like VAT, product margins, and return rates can drastically alter the true break-even point for online shops. For cross-border e-commerce, understanding these underlying costs is paramount to avoid misleading performance indicators and ensure sustainable growth.

Source: etailment / Read more

Amazon’s Ambitious Same-Day Delivery Network Expansion

Amazon plans to dramatically scale its US same-day delivery network from 85 to over 1,000 mini-warehouses by 2031, investing $6.8 billion in 2026-2027. This “Project Mercury” aims to place 90,000 popular items within 10 miles of 80% of US Prime customers, intensifying competition in hyper-local fulfillment and setting new standards for delivery speed.

Source: etailment / Read more

Shein Boosts US Fulfillment with New Indiana Hub

Shein has opened a highly automated 68,500 square meter distribution center in Lebanon, Indiana, expanding its total footprint in the state to 232,000 square meters and employing 1,300 staff with more hires planned. This significant investment in US logistics infrastructure underscores Shein’s commitment to enhancing its North American supply chain efficiency and delivery capabilities following its recent IPO.

Source: etailment / Read more