Global e-commerce faces regulatory shifts and evolving market dynamics

The global e-commerce landscape is undergoing significant shifts driven by changing regulatory frameworks and evolving consumer behaviors. Cross-border e-commerce revenues are projected to reach US$1.2 trillion by 2026, though success increasingly depends on logistics and infrastructure rather than just digital reach.

In the United States, a change in customs rules effective August 29, 2025, has removed the de minimis exemption. Previously, shipments under US$800 entered duty-free; now, all shipments are subject to duties, taxes, and customs entry. This shift impacts both sellers and consumers, with surveys indicating that unexpected customs charges can lead 75% of shoppers to reconsider future purchases.

Market data shows global e-commerce website traffic reaching record highs. India has emerged as the strongest growth market for e-commerce web traffic, while Africa leads in e-commerce app growth. While Amazon remains the industry leader, Temu has become the second-largest cross-platform player, and SHEIN is seeing rapid growth in web visitors. In the fashion sector, web traffic is outpacing mobile app usage, with significant growth observed in India, Pakistan, Brazil, and Turkey. Additionally, the Indian beauty platform Nykaa reported a 183% surge in net profit for fiscal year 2026.