CBEC Platform Settled

In recent years, the cross-border e-commerce industry has continued to grow at a high speed, and global consumers have an increasing demand for online shopping. As a seller, choosing the right platform is the key to expanding the market. Amazon, Walmart and TikTok Shop have become the first choice for many merchants with their huge user base, traffic advantages and policy updates.

Entry requirements: platform qualifications and threshold analysis

1. Amazon

Amazon has strict qualification review for merchants entering the platform, especially focusing on brand compliance and product competitiveness. According to the official announcement of Amazon's global store opening in December 2024, brand sellers must complete "brand filing" and submit complete trademark registration certificates to reduce the risk of infringement. In addition, some categories (such as home furnishings and beauty) must pass FDA or CE certification, and logistics capabilities must meet the platform's "next-day delivery" service standards.

2. Walmart

Walmart pays more attention to supply chain stability and price competitiveness. Its new policy requires merchants to provide at least 3 years of business qualification certificates and pass the "supplier grading assessment" to ensure that product quality and after-sales service meet standards. It is worth noting that Walmart recently cooperated with Southeast Asian e-commerce platform Lazada to open a cross-border direct mail channel, and merchants can expand the Southeast Asian market at the same time.

3.TikTok Shop

TikTok Shop focuses on "short video + live broadcast" and focuses on the European, American and Southeast Asian markets. The entry requirements include: merchants need to bind TikTok corporate accounts, provide clear product video materials, and pass the platform's "content compliance review". In addition, TikTok Shop provides traffic support for merchants who live broadcast goods, but requires anchors to complete platform training and certification.

Settlement process: simplified steps and key nodes

1. Amazon

Register an account: Log in to the Amazon seller platform, select the "Professional Seller" plan and fill in the company information.

Qualification review: Submit brand trademarks, product certifications and bank account information, and wait for platform review (usually 3-5 working days).

Store preparation: Set up a logistics plan (FBA or self-delivery), upload product details page and pricing strategy.

2. Walmart

Submit an application: Fill in the company qualifications through the Walmart supplier portal, upload product catalogs and quality inspection reports.

Grading evaluation: The platform grades according to product categories, price competitiveness and inventory capacity, and high-rated merchants can be recommended on the homepage.

Signing an agreement: After completing the contract signing, the merchant must complete the first order of goods on the shelves within 15 days.

3.TikTok Shop

Account binding: Use the corporate account to log in to the TikTok Shop merchant backend and fill in the store name and business category.

Content review: Submit product short videos and live broadcast scripts and pass the content compliance review.

Live broadcast test: After completing a live broadcast test with goods, the sales authority is officially opened.

Settlement fee: cost comparison and optimization suggestions

1. Amazon

Basic fee: Professional sellers have an annual fee of US$399/year, and the commission rate is 8%-15% (floating according to the category).

Logistics cost: FBA storage fees are raised to US$1.2 per cubic foot (new regulations), and merchants are advised to optimize inventory turnover.

2. Walmart

Settlement fee: There is no fixed fee, but a platform service fee (15%-20% of the product price) must be paid.

Additional costs: Cross-border logistics needs to be connected to Walmart’s designated overseas warehouses, and the storage fee is about $0.5/piece/month.

3.TikTok Shop

Commission ratio: 10%-20% of product sales, and the commission for live streaming can reach 25%.

Promotion costs: Merchants can purchase "Small Store Traffic Package", with a minimum of $100 per single investment, and the ROI can reach more than 1:5.

Why choose NEO?

As a professional cross-border service provider, NEO provides a "one-stop" settlement solution to help merchants efficiently connect to the platform:

Qualification review support: Assist in preparing documents such as trademark registration and product certification to shorten the review cycle.

Localized operation team: Provide real-time policy interpretation and strategy adjustment suggestions for changes in the rules of Amazon, Walmart, and TikTok Shop.

Logistics and payment optimization: Integrate overseas warehouse resources to reduce logistics costs; support multi-currency settlement to avoid exchange rate risks.

Data-based operation tools: Improve product exposure and conversion rate through AI product selection system and traffic analysis tools.

Policy adjustments by Amazon, Walmart, and TikTok Shop have brought challenges as well as created new opportunities. Merchants need to combine their own resources with the target market, select the appropriate platform, and optimize their operating strategies. NEO will continue to help companies reduce the cost of trial and error and quickly seize the blue ocean market of cross-border e-commerce.