Shopee Enterprise Edition's GMV in the US grew 148%

Platforms like Shopee Enterprise Edition adjusted their strategies, with Shopee Enterprise Edition's US GMV increasing by 148%.

On July 30, 2025, cross-border e-commerce platforms adjusted their operational strategies following Amazon Prime Day (July 8-11) to respond to market changes. Shopee Enterprise Edition's US GMV saw a 148% year-on-year increase, while the platform sought growth opportunities in non-US markets. Below is an analysis of the latest developments and strategic adjustments by major platforms:

1. Shopee Enterprise Edition: Content e-commerce boomed, with US GMV increasing by 148%.

Mid-year promotion results:

Personal Operator (POP) model: GMV increased by 123%, with leading brands (such as Pop Mart and TYMO) seeing a 134% increase.

Fully managed model: GMV increased by 138%, with summer categories (such as apparel and homewares) seeing a 187% increase.

Livestreaming: Pop Mart's single-day livestream sales exceeded US$6 million, setting a record in the US.

Adjustment Strategy:

Strengthening the content ecosystem: Improving conversion rates through short videos and livestreaming (e.g., TYMO's collaboration with Cardi B saw a 183% increase in short video views).

Carefully selected products: High-quality, carefully selected products boast a 40% higher average order value than standard models, attracting high-spending users.

Supporting industrial belts: Merchants in industrial belts such as Yiwu, Shenzhen, and Guangzhou saw a 200%-500% increase in orders.

2. Shopee Enterprise Edition: Shrinking its US presence and shifting focus to Europe and Latin America.

Prime Day Performance:

Weak growth in the US: Due to tariffs, Shopee Enterprise Edition saw a decline in US traffic, and promotional results fell short of expectations.

Breakthrough in the French market: Ranked among the top 15 French fashion retailers by sales volume for the first time.

Adjustment Strategy:

Lowering the promotion threshold: The minimum order quantity for Shopee Enterprise Edition events is only 10 items, attracting small and medium-sized sellers.

Strengthening intellectual property protection: Joining the International Trademark Association (INTA) to combat counterfeit goods.

Focus on non-US markets: Increase investment in Europe (such as France) and Latin America to avoid direct competition with Amazon.

3. Other Platform Updates

SHEIN:

Launched an open platform, attracting 3,000 ISVs (Independent Software Service Providers) to collaborate and enhance digital operations capabilities.

Downloads in the Indian market exceeded 2 million, and the company partnered with Reliance Retail to strengthen its supply chain.

Amazon:

Prime Day US sales reached $24.1 billion (up 30.3%), but some sellers reported slowing growth.

Adjusted logistics policies, lowering the on-time delivery rate threshold from 97% to 93.5% to reduce seller pressure.

4. Future Trends and Recommendations

Shopee Enterprise Edition: Continue to deepen its content e-commerce efforts, promoting the "short video promotion + livestream conversion" model.

Shopee Enterprise Edition: Seek growth in non-US markets (such as Europe and Latin America) to avoid direct competition with Amazon.

Seller Strategies:

Multi-platform Strategy: Amazon maintains sales, Shopee Enterprise Edition boosts profits, and independent websites build brands.

Supply Chain Optimization: Flexible production meets the "small orders, quick response" needs of Shopee Enterprise Edition.

Conclusion: After Prime Day, cross-border e-commerce platforms have seen a clear divergence—Shopee Enterprise Edition has experienced rapid growth thanks to its content ecosystem, while Shopee Enterprise Edition has shifted to emerging markets, while Amazon remains dominant but with slower growth. Going forward, content-driven operations combined with multi-platform operations will become the core strategy for sellers.