As 2023 passes its midpoint, cross-border e-commerce sellers are feeling the chill of Amazon's increasingly stringent policies. What began as a period of rapid growth has now given way to a harsh regulatory environment, with Chinese sellers bearing the brunt of these changes.
From last year's brand registration controversies to the recent Consumer Act and the much-discussed video verification requirements, Amazon's regulatory "combo punches" have left countless sellers reeling. Many are now looking toward independent websites as potential safe havens.
Amazon's Retroactive Enforcement: Payment Platforms Become Compliance Weapons
Leaked screenshots from seller communities reveal that the current audit wave targets a familiar issue: multiple storefronts operated by the same individual using different identities, all linked to a single payment account with funds flowing into the same destination. Amazon's consumer-first philosophy leaves no room for practices that might compromise customer experience or fair competition.
As the dominant force in cross-border e-commerce, Amazon wields considerable power. Many payment platforms, ERP tools, and advertising agencies must comply with Amazon's data interface requirements to maintain access. The recent actions by certain third-party payment platforms—apparently sacrificing seller interests to demonstrate compliance—raise questions about what other undisclosed arrangements might exist beneath the surface.
Payment Security Crisis: How Sellers Can Protect Themselves
The current account review wave serves as a stark reminder that payment security remains the Sword of Damocles hanging over every cross-border seller. A broken payment chain can paralyze operations instantly.
Sellers should consider these protective measures:
- Prioritize established payment providers: Select payment platforms with strong industry reputations and deeper integrations with Amazon.
- Diversify payment channels: Distribute funds across multiple accounts to mitigate single-point failure risks.
- Maintain strict compliance: Avoid any attempts to circumvent platform regulations through deceptive practices.
Platform or Independent? Charting the Future of Cross-Border E-Commerce
In this era of heightened uncertainty, sellers face a fundamental choice: remain all-in on marketplaces or explore independent operations. While platforms offer certain advantages, independent websites provide greater control and flexibility.
Regardless of the chosen path, compliance and payment security remain the bedrock of sustainable cross-border e-commerce. Only by maintaining these fundamentals can sellers navigate turbulent waters and reach new horizons.