The cross-border e-commerce landscape in 2026 is no longer a one-man show for a single platform. Amazon is sitting at the top of the world, Merkur is dominating Latin America, Temu is sweeping the world with low prices, and Shopee is plowing into Southeast Asia. Each of the four platforms has its own skills and weaknesses. For Chinese sellers, choosing the right platform is equal to half success.

According to the 2025 global e-commerce monthly active user APP list released by data agency Similarweb, Amazon sits at the top with an absolute advantage of 651.7 million, followed by Shopee and Temu, occupying the second and third places with 392.8 million and 246.4 million MAUs, respectively. And Mercado, the dominant player in Latin America, has also passed the 100 million monthly users markThe

Today, we will compare these four major platforms in all aspects from the dimensions of platform positioning, core advantages, major markets, entry thresholds, and suitability for sellers, to help you find the most suitable one for you.

I. Amazon: the king of standardization in mature markets

Platform positioning: A search-driven globalized e-commerce ecosystem with emphasis on FBA logistics system, evaluation system and conversion performance.

Core Advantages::

• world's largest user base: 651.7 million monthly active users, covering mature markets such as North America, Europe, Japan and the Middle East
• Mature logistics systemFBA warehouse and distribution integration, fulfillment time and buyer experience is guaranteed!
• Strong brand trust: Consumers have a high level of trust in the platform and are willing to pay a premium for genuine products and reliable after-sales service.
• Complete advertising system: The advertising system for each category is mature, but we need to continue to optimize Listings, ratings and logistics in order to get more traffic.

Entry threshold: Higher. Requires legal business registration, accurate account information, good quality and a reliable supply chain. Some categories require additional category approvals or credentialsThe

Suitable for peopleMedium to large sellers with strong supply chains, affordable advertising budgets, and a focus on long-term brand building, or teams with perfect customer service and data capabilities.The

main categorySKUs that can be branded and differentiated, such as household kitchenware, consumer electronics, small home appliances, outdoor, mother and baby, tools, health and personal care, etc.The

Second, Mercado: absolute domination of the Latin American market

Platform positioning: the largest e-commerce platform in Latin America, with an integrated ecosystem of e-commerce, payments (Mercado Pago) and streaming (Mercado Play).

Core Advantages::

• Regional dominance: Latin America market share over 501 TP3T, Mexico station user satisfaction 881 TP3T, Brazil station 611 TP3T frequent users
• Localized Payment Logistics: Mercado Pago exceeds 20 million active users, logistics network covers major Latin American cities
• Fast Growing Chinese Seller Program: Plans to grow Chinese sellers 10-fold in three years, launches "China Brand Incentive Program", aims to attract more than 1,000 brands by 2026.
• Innovative modelsSemi-trusted and fully-trusted modes in parallel to adapt to different sellers' needs

Entry thresholdMedium: 2026 Overseas warehouse policy relaxation, 5000 US dollars flow can be stationed. Requires a business license from Mainland China/Hong Kong, with perfect ERP system, exclusive operation team and mature stock preparation system.The

Suitable for people: Aiming at all types of sellers in the Latin American market, from newbies to brands, there are corresponding models. Mercado has canceled the invitation system and opened self-registration.The

Primary Markets: Five core sites in Mexico, Brazil, Chile, Colombia and Argentina, each with different consumption characteristics.

III. Temu: a low price, high turnover disruptor

Platform positioning: An ultra-low-cost international retail platform that has risen at a rapid pace in recent years, known for its extremely low prices, multiple categories, and heavy investment in traffic.

Core Advantages::

• Amazing growth rate: Global share jumped from <1% to 24% in three years, equal to Amazon
• Fully hosted/semi-hosted modelSellers only need to supply, the platform is responsible for operation, logistics, after-sales, greatly reducing the threshold of operation!
• viral transmission: Mature social fission gameplay and rapid user growth

Entry threshold: Lower. Enterprise business license or individual business license is acceptable, legal person ID card, pictures and prices of goods you plan to sell, public/legal person bank cardThe

Suitable for people: Factory-type sellers with very low-cost supply chain, high volume and low price strategy, or small merchants who take the route of thin margins and high sales. Not suitable for high-end and brand premium goodsThe

main categoryLow-price, high-turnover categories such as FMCG, affordable fashion, small home appliances, and daily necessities.The

Primary Markets: United States, Europe, Australia and some Asian countriesThe

Risk Warning: Mexico's net gross profit has fallen from 30%-40% to 15%-20%., price wars are fierce and profit margins are compressed.

Fourth, Shopee: mobile-first emerging market leader

Platform positioning: A social e-commerce platform centered on mobile, with fast-paced activities, large subsidies and high user price sensitivity.

Core Advantages::

• Regional deep plowing: High market share in Southeast Asia and Brazil, Shopee follows Amazon with 392.8 million MAUs
• Socialize your gameplay: Integration with social platforms such as TikTok, live banding is active, with an average of 5,000 live broadcasts per day during the promotion period
• Localized operations: Strong localization advantages and understanding of local consumption habits

Entry threshold: Lower. Submit the real name authentication of the legal person, the original photo of the business license, the screenshot of the store order flow in the last three months and the corresponding store link. Individual businessmen need to provide proof of internal and external trade operation experienceThe

Suitable for people: small teams, sellers who want to quickly test models/shopping, and merchants who specialize in promotional play and can accept the thin-margin sales modelThe

main category: affordable apparel, beauty accessories, cell phone accessories, home furnishings and daily necessitiesThe

Primary Markets: Six countries in South-East Asia and BrazilThe

V. Comparison of the four major platforms

user scale(Monthly activity):

• Amazon: 651.7 million
• Shopee: 392.8 million
• Temu: 246.4 million
• Mercado: over 100 million

positioning (marketing)::

• Amazon: the king of standardization in mature markets
• Mercado: Latin America's regional hegemony
• Temu: a global low-cost disruptor
• Shopee: Mobile Social E-Commerce for Emerging Markets

Entry threshold::

• Amazon: higher, needs strong supply chain
• Mercado: Medium, $5,000 water flow
• Temu: low, self-employed can enter
• Shopee: low, supports self-employed

operating model::

• Amazon: FBA-based, brand-heavy
• Mercado: Overseas Warehousing / Self-Shipping / Semi-Custodial
• Temu: fully managed/semi-managed
• Shopee: social e-commerce for mobile

Points of Opportunity 2026::

• Amazon.com: low price mall Bazaar (items under $11)
• Mercado: Five sites fully open, overseas warehouse threshold lowered
• Temu: Y2 model direct shipment to overseas warehouses
• Shopee: Overseas Warehouse Operation Fee Reduction for Thailand Station

VI. How to choose the best platform for you?

Choose by seller type

• Factory-based sellers: Temu's fully hosted model is the most hassle-free, just focus on supply; Merkur's mostly hosted model can also be considered.
• Branded Sellers: Amazon and Mercado are preferred, both platforms value branding and have brand incentive programsThe
• New Seller: Shopee or Temu has a low barrier to entry, so you can test the waters first; Mektor's self-shipping model can also be considered.
• Multi-platform operation: Amazon, Mercado, Shopee, Temu can be combined to form a complementary layoutThe

Selection based on target market

• Mainly Latin America: Mercado is a must-have, and its market share in Latin America far exceeds that of Amazon.
• Mainly focus on Europe and the United States: Amazon and Temu can be combined, with Amazon taking care of brands and mid-range and high-end, and Temu taking care of affordable FMCG.
• Focus on Southeast Asia: Shopee is the preferred choice, with its localized operations and social e-commerce model that is more grounded.

The cross-border e-commerce pattern in 2026 has entered the era of globalized competition of "one super and many strong". Amazon is sitting at the top, Meccadot is dominating Latin America, Temu is sweeping the world with low prices, and Shopee is plowing into emerging markets.. There is no best platform, only the most suitable platform for you. Combining your own supply chain advantages, target market and operational capabilities to make a rational choice is the first step to success.

Enterprise Caiying is deeply engaged in the cross-border e-commerce service field, familiar with the differences in the policies of the four major platforms and the process of stationing, and can provide you with one-stop services from platform selection, stationing processing to operational guidance. If you have any questions about platform selection, please feel free to contact us.

If you need professional cross-border e-commerce stationing services, including platform selection advice, data preparation, investment manager docking, certification, etc., you are welcome to add customer service WeChat: qcygscszk, or call the cell phone: 18676749275. our industry experts will be your one-on-one answer, to help you find the most suitable for their cross-border gold digging road!