Views: 0 Author: Site Editor Publish Time: 2025-11-03 Origin: Site
Major global cross-border e-commerce platforms achieved "multi-point growth" in 2025.
A report released by Japan’s studio15 Co., Ltd. shows that from July to September 2025, TikTok Shop Japan generated 3 billion yen (approximately 140 million yuan) in sales within three months of launch, exceeding 1 billion yen (about 46.68 million yuan) in August.
In terms of categories, home appliances & electronics, cosmetics, and clothing accounted for over 80%. Among the top 50 sellers, 34% were local Japanese sellers, and Chinese sellers accounted for more than 60%. The report predicts that TikTok Shop Japan’s scale will reach 50 billion yen (about 2.33 billion yuan) within a year.
Similarly, TikTok Shop has boomed in Europe. According to official TikTok data, its monthly active users (MAU) in Europe have exceeded 200 million, a year-on-year increase of 14.29%. As TikTok Shop’s "first stop" in Europe, the UK had over 200,000 active merchants as of December 2024, with sales surging 180% year-on-year and shopping users rising by more than 130%. AliExpress is no exception. Public data shows that in the first half of this year, the number of brands settled on AliExpress increased by 70%, and over 500 brands achieved doubled growth. It will also focus on markets such as Spain, Latin America, and South Korea, especially during major promotions like Double 11 and Black Friday. Driven by this cross-border e-commerce boom, Chinese brands and merchants are accelerating their global expansion.
According to data from China’s General Administration of Customs, China’s total cosmetics exports reached 11.785 billion yuan from July to September 2025, a year-on-year increase of 13.24% compared with 2024. Data from the Industry Research Center of the China Association of Fragrance, Flavor and Cosmetics Industry shows that in 2024, China’s exports of cosmetics and personal care products reached 51.2 billion yuan, a year-on-year increase of 11.9%.
Amid the wave of Chinese merchants going global, a large number of beauty brands and sellers have escaped domestic competition and achieved substantial business growth.
In the first half of this year, ROCKSWEET, a new Chinese eyebrow dye brand, stood out on TikTok Shop Vietnam’s beauty rankings. It only took the brand six months to climb to the top of the category after entering the Vietnamese market.
ROCKSWEET’s boom was sudden and rapid. A video of its eyebrow dye posted by a mid-tier influencer exceeded 1 million views, leading to a sharp surge in orders. After total sales exceeded 10,000 units, more influencers actively promoted the brand, helping it gain popularity in a short time.
Meanwhile, Focallure, a beauty brand already well-known in Southeast Asia, has become a model of successful global expansion.
Data shows that Focallure operates several online stores in Southeast Asia. Its official TikTok account in Indonesia has gained nearly 3 million followers and accumulated nearly 20 million video likes. To date, its TikTok Shop achieves daily sales of over 100,000 US dollars (about 710,000 yuan), and has been awarded the best-selling cross-border cosmetics brand in Southeast Asia for many years. It also ranks first in cross-border e-commerce sales in regions such as Southeast Asia, Russia, and Bangladesh.
While these beauty brands succeeded in Southeast Asia, Flower Knows, a cosmetics brand invested by Proya, made a name for Chinese brands globally.
In 2019, Flower Knows first entered the Japanese market, accurately capturing the emerging "Chinese-style makeup" trend and launching the Flower God series, thus gaining a foothold. Later, it turned its attention to Southeast Asia, leveraging local platforms like Lazada and flexibly seizing promotion nodes, with daily sales once surging by 500%. Southeast Asia became a springboard for it to accumulate sales and expand influence. In 2022, Flower Knows entered the European and American markets, achieving 10 million yuan in sales within just four months of launch and successfully entering mainstream retail channels such as Urban Outfitters.
The success of Chinese merchants in global markets is inseparable from their inherent advantages: quickly capturing consumer trends, relying on strong supply chains to achieve rapid prototyping, small-batch trial production, and rolling replenishment, which greatly reduces inventory risks and capital pressure.
In addition, drawing on the experience of China’s mature e-commerce ecosystem, Chinese merchants have unique advantages in live streaming and content creation, mastering the strategy of building blockbuster products from scratch. This makes them highly sought-after by cross-border e-commerce platforms.
This year, major platforms have significantly increased support for sellers. For example, TikTok Shop relaxed its cross-border POP (private operation) entry policies in Europe. Previously, "third-party platform operation experience"—a requirement that blocked many sellers—was changed from mandatory to optional, allowing start-up brands, vertical category sellers, and even traditional enterprises transforming online to enter conveniently. At the end of September, AliExpress launched the Brand+ zone on its homepage, marking products from over 2,000 high-quality and cost-competitive brands with an exclusive label, providing them with more traffic exposure and operational tools, as well as free shipping in core countries including the United States, Germany, and France. This month, in response to the upcoming tax reform in Chile, AliExpress will launch special subsidies and tax withholding services to help merchants reduce tax costs.
For this year’s Double 11, major platforms have also shown great sincerity.
Shopee launched a 50 million ringgit (about 84.76 million yuan) SME growth plan in Malaysia, offering support such as transaction fee reductions. In Indonesia, Shopee introduced a tiered paid membership system, granting users benefits like free shipping. In Brazil, Shopee invested 36 million reals (about 47.7 million yuan) in coupons for Double 11 and Black Friday.
Amazon announced that it will adjust its coupon fee rules starting November 5, 2025. The variable rate for newly created coupons will be reduced from 1% to 0.5%, with a maximum fee per coupon set at 100 euros, while the fixed prepaid fee remains 2 euros.
TikTok Shop Vietnam launched a number of exclusive incentives for Double 11, including co-funded coupons (with the platform contributing up to 80%), category coupons, and live streaming activities. Brand sellers will enjoy higher budget subsidies in live broadcasts. For popular cross-border products during Double 11, the platform will also provide high-value targeted discount coupons.
