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In 2025, in the cross-border electrician sector, openings were overshadowed by double tariff and regulatory pressures。
The us tariff on china has soared to $145,800 in tax exemptions, and the new domestic tax reporting rules have made it difficult for the sellers of the united states market. In the midst of the industry's shock, the platform and sellers turned their backs and the era of brutal growth came to an end。
The tariff chain of violence: the u. S. Market is a “high-risk zone”
The dark hour of the cross-border electrician in 2025 began with the united states tariff rod. In february, the united states took the lead in imposing a 10 per cent tariff on chinese commodities on the grounds of the “fentanyl issue”。
The game subsequently escalated, with the united states imposing 20 per cent full and 34 per cent equivalent tariffs in march, with an additional 50 per cent increase in april and a final 145 per cent tariff surge. This has led to the direct suspension of a number of american sellers and the total loss of profit space for lower unit prices。
In august, trump signed a decree formally abolishing the tax exemption policy for small and medium parcels of $800 and below, which further aggravated the cross-border circle. The eu, japan and others are also planning to follow up on the tightening of the tax exemption policy by 2026。
Internal and external pressures: compliance costs push industry to wash cards
Pressure comes not only from abroad, but also from the simultaneous tightening of domestic regulation. In june, the new tax reporting area for cross-border platforms was closed, and the national tax administration asked the domestic and external electrician platforms to submit tax-related information for vendors。
This directly raised operating costs, with small and medium-sized sellers of 10-20 per cent of the original profits, and some of the lower value added categories being reduced to below 5 per cent。
Flow costs have also risen simultaneously, with the tiktok ads increasing by 12. 28 per cent in june 2025 and the amazon cpc increasing by 15. 1 per cent over 2023。
The double squeeze is unsustainable, with low-quality, unsourced distribution patterns, and the industry is accelerating the “good currency expulsion”。
The platform is changing
In the face of a change, temu, tiktok shop and others, "four dragons out of the sea" volunteered to change. Temu has a local vendor and semi-hosting model in the united states, which already accounts for over 40 per cent of the united states market。
Tiktok shop increases the self-operated vendor bond to $1,500, while expanding the spread of risk in european and south-east asian markets. The fast-track roll-out of full hosting services and ai delivery tools and shein boosted brand upgrades through off-line stores and environmental series。
During the period under review, the main platforms moved long lines and multinationals to move away from a single low-price promotion to a combination of competition。
A new way forward emerges: localization is key to emerging markets
Industry transitions and localization and emerging markets have become critical. Shein plans to establish local supply chains in turkey and brazil, to quickly sell co-operative third-party warehouses overseas, to stay close to markets to ease tariff pressures and to enhance compliance experiences。
Large platforms have expanded emerging markets such as europe, latin america and south-east asia to diversify their dependence on the united states market. The ai tool has also become a new engine, the amazon has launched the aai shopping assistant rufus, and domestic platforms have been put on-line with smart selections and input tools to improve efficiency。
When the tide of barbarous growth recedes, the cross-border electrician enters a new stage of infighting. Only players with deep-tilled supply chains, new rules and new tools will be able to build up in a restructured market。
