Chinese Sellers Are Leaving Amazon. Are Global Trade Changes Coming?

What's happening?
Chinese sellers are leaving Amazon's platform en masse.

Why is this happening?
Rising tariff costs and US policy toward imports from China are forcing them to change their sales strategy.

Who does this matter to?
Online store owners, importers, logistics intermediaries, and anyone operating in the digital world.

New trade barriers are impacting sales strategies

The imposition of further tariffs on Chinese products by the US administration has led to increased operating costs for many Chinese sellers on Amazon. This has led to a mass migration of sellers from the platform and a search for new, more cost-effective distribution channels, including shopping platforms in Asia, Europe, and even direct-to-consumer (D2C) e-commerce sites.

Amazon, which for the past decade has been the primary channel for Chinese manufacturers to expand into Western markets, is beginning to lose its importance as a secure and profitable source of sales. Sellers are concerned not only about high tariffs but also about the risk of further legislative restrictions and possible geopolitical tensions.

How are changes affecting the digital world?

On the one hand, we are observing an accelerated diversification of sales channels , and on the other, the growing competitiveness of local trading platforms. Chinese manufacturers, unwilling to completely abandon Western markets, are increasingly investing in building their own online stores or utilizing regional marketplaces such as Temu, AliExpress, Kaufland Global Marketplace, and even Allegro.

For companies in Europe and Poland, this could mean increased price competition , but also an opportunity to leverage these changes to strengthen their digital presence. Local brands can gain an advantage if they can offer not only good prices but also quality, availability, and high-quality customer service.

What can companies do in the face of change?

• Consider investing in your own online store – independence from external platforms may be crucial in the long run.
• Optimization of logistics and cooperation with local suppliers, which increases flexibility and resilience to geopolitical changes.
• Audit of supply sources – it may be worth diversifying suppliers and looking for alternatives not only in China, but also in Central and Eastern Europe or Turkey.
• Investing in SEO and building your own visibility in organic search engine results is long-term capital for the brand.
• Analysis of alternative marketplaces – not only Amazon, but also Kaufland Global Marketplace, eMAG, Cdiscount, among others, may be a good direction.

Will Amazon lose its dominant position in cross-border trade?

The behavior of Chinese sellers is a warning sign for global platforms . If they fail to adapt to the dynamic realities of international trade, they could lose significant market share. On the other hand, these changes open up new opportunities for local sellers and online store owners who, by leveraging modern digital tools and strategies, can compete more effectively with larger players.

The digital world is evolving toward greater independence, trust in local brands, and a personalized shopping experience. This also means that for many companies, this is the perfect time to build a strategic advantage through digital transformation and the development of their own sales channels.

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