Temu catches up with Amazon on cross-border: logistics at the heart of the new duel

Cross-border online commerce is experiencing a spectacular shift: Temu has now joined Amazon in market share on cross-border sales, illustrating a meteoric rise in a very short period. A survey conducted by International Post Corp (a postal services provider) attributes Temu a share of about 24% in 2025, at the same level as Amazon in this specific segment, whereas in 2022 the brand had almost no international presence.
But this lightning leadership comes in a pivotal year. Customs rules are tightening, and several markets are addressing loopholes that facilitated low-value shipments. In the United States, the end of a simplified regime for small packages is forcing Chinese players to rethink their schemes: consolidation, storage closer to consumers, new routes, and above all a less “ultra-low-cost” logistics cost structure. Europe, too, is tightening controls on low-cost e-commerce flows from China.
Direct consequence: the final price and transparency become decisive. Consumers want to know the amount of duties and fees right from the cart, before paying. The study highlights that a majority of buyers consider this information essential, which is pushing platforms and carriers to integrate more clarity on taxes, delivery times, and shipping costs.
In the background, the entire chain is adjusting: postal operators, express carriers, 3PL, air hubs, customs clearance solutions… Cross-border is entering a less “opportunistic” and more industrial phase. The winners will not only be the kings of marketing: they will be those who best master logistics, trade rules, and the end-to-end customer experience.

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