📉 E-commerce growth is slowing, but cross-border is rising
In the Netherlands, online spending reached €35.7B, but growth has nearly stalled (-1% YoY).
At the same time, cross-border purchases выросли на 9%.
This is a key shift:
domestic markets are saturating, and growth is moving into cross-border.
👉 the next phase is competition for the international buyer, not the local one
In the Netherlands, online spending reached €35.7B, but growth has nearly stalled (-1% YoY).
At the same time, cross-border purchases выросли на 9%.
This is a key shift:
domestic markets are saturating, and growth is moving into cross-border.
👉 the next phase is competition for the international buyer, not the local one
💸 Margin pressure is increasing
In 2026, the market is facing double pressure:
— rising costs (logistics, tariffs)
— declining consumer purchasing power
Companies are forced to “do more with less.”
This is changing strategy:
efficiency is becoming more important than growth at any cost.
👉 winners will be those who understand unit economics — not just scale
In 2026, the market is facing double pressure:
— rising costs (logistics, tariffs)
— declining consumer purchasing power
Companies are forced to “do more with less.”
This is changing strategy:
efficiency is becoming more important than growth at any cost.
👉 winners will be those who understand unit economics — not just scale
Seafoam
April 2026 Marketing News: Key Trends and Insights
Discover the latest April 2026 marketing news and trends impacting your business strategies and advertising approaches.
Refurbed is expanding into 12 new markets after reaching €3 billion GMV.
The move highlights the rapid growth of the refurbished electronics segment.
Demand is driven by both lower prices and sustainability trends.
👉 Takeaway:
resale and refurbished are among the fastest-growing segments in global e-commerce.
The move highlights the rapid growth of the refurbished electronics segment.
Demand is driven by both lower prices and sustainability trends.
👉 Takeaway:
resale and refurbished are among the fastest-growing segments in global e-commerce.
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🤖 Gartner: by 2030, 50% of new warehouses in developed markets will be “human‑optional”
Key signals:
— New builds shift to robot‑centric layouts (humans mainly for exceptions)
— AI orchestration coordinates heterogeneous robot fleets
— Digital twins/simulation become a default design step
— Software‑defined robotics > single‑purpose automation to reduce obsolescence
Why it matters: fulfillment cost and speed will increasingly be a software + capex game. Brands relying on “manual-first” ops may lose SLA and margin as autonomous facilities set new benchmarks.
Source: Modern Materials Handling
Key signals:
— New builds shift to robot‑centric layouts (humans mainly for exceptions)
— AI orchestration coordinates heterogeneous robot fleets
— Digital twins/simulation become a default design step
— Software‑defined robotics > single‑purpose automation to reduce obsolescence
Why it matters: fulfillment cost and speed will increasingly be a software + capex game. Brands relying on “manual-first” ops may lose SLA and margin as autonomous facilities set new benchmarks.
Source: Modern Materials Handling
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🤖 Warehouse robots are scaling — but safety is becoming the bottleneck
• At MODEX 2026 (Apr 14), speakers noted warehouse automation has shifted from “job replacement” fears to human‑labor augmentation.
• Modern robots now pick/sort items, navigate DCs, haul pallets, restock, and work side‑by‑side with humans.
• As throughput and robot density rise, worker + inventory safety becomes a critical constraint (new risks, higher complexity).
Why it matters: the next efficiency gains in fulfillment won’t be only about more robots — they’ll depend on safer layouts, governance, and operational discipline.
Source: SupplyChainBrain
• At MODEX 2026 (Apr 14), speakers noted warehouse automation has shifted from “job replacement” fears to human‑labor augmentation.
• Modern robots now pick/sort items, navigate DCs, haul pallets, restock, and work side‑by‑side with humans.
• As throughput and robot density rise, worker + inventory safety becomes a critical constraint (new risks, higher complexity).
Why it matters: the next efficiency gains in fulfillment won’t be only about more robots — they’ll depend on safer layouts, governance, and operational discipline.
Source: SupplyChainBrain
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📊 Seller Index 2026: 38% of sellers are “distressed”, only 23% are truly growing
• Marketplace Pulse analyzed 181 marketplace businesses with a combined annual revenue of $2+ billion.
• According to their cohort model, 38% of sellers fall into the “distressed” category, while only 23% are classified as “thriving.”
• The report also breaks down revenue distribution across Amazon, Walmart, eBay, Shopify, etc., advertising efficiency, and the actual adoption of AI automation.
In 2026, the winners are those who can simultaneously maintain margins, manage paid traffic (ads), and automate routine operations.
• Marketplace Pulse analyzed 181 marketplace businesses with a combined annual revenue of $2+ billion.
• According to their cohort model, 38% of sellers fall into the “distressed” category, while only 23% are classified as “thriving.”
• The report also breaks down revenue distribution across Amazon, Walmart, eBay, Shopify, etc., advertising efficiency, and the actual adoption of AI automation.
In 2026, the winners are those who can simultaneously maintain margins, manage paid traffic (ads), and automate routine operations.
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Amazon to buy Globalstar for $11.57B — satellites move closer to commerce infra
Amazon agreed to acquire satellite firm Globalstar in an $11.57B deal.
• Goal: strengthen connectivity assets vs. Starlink‑style competition
• Bigger picture: connectivity becomes part of the commerce stack (delivery, tracking, remote ops)
• Expect more capex around networks + edge infrastructure from platform giants
Why it matters: marketplaces keep building moats outside the app — logistics, data, and now connectivity.
Source: TechCrunch
Amazon agreed to acquire satellite firm Globalstar in an $11.57B deal.
• Goal: strengthen connectivity assets vs. Starlink‑style competition
• Bigger picture: connectivity becomes part of the commerce stack (delivery, tracking, remote ops)
• Expect more capex around networks + edge infrastructure from platform giants
Why it matters: marketplaces keep building moats outside the app — logistics, data, and now connectivity.
Source: TechCrunch
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Temu joins IACC amid lawsuits and regulatory pressure
Chinese marketplace Temu has joined the International AntiCounterfeiting Coalition (IACC), an industry alliance focused on fighting counterfeit goods.
• Signal to the market: the platform is being forced to publicly strengthen trust and compliance
• Likely outcome: stricter requirements for sellers, listings, and brand verification
• For competitors: raises the bar for “safe marketplace” standards
Chinese marketplace Temu has joined the International AntiCounterfeiting Coalition (IACC), an industry alliance focused on fighting counterfeit goods.
• Signal to the market: the platform is being forced to publicly strengthen trust and compliance
• Likely outcome: stricter requirements for sellers, listings, and brand verification
• For competitors: raises the bar for “safe marketplace” standards
Amazon marketplace sellers hit a cash‑flow squeeze as fees + payout rules change
Key signals (CNBC):
• Amazon sellers drive 60%+ of units sold on the marketplace
• 24h Amazon Ads boycott organized by Million Dollar Sellers (700+ members)
• 3.5% fuel surcharge starts Apr 17
• payouts shift to 7 days after delivery (vs after shipment)
• ads charges auto‑deduct from earnings (change deferred to Aug 1)
Why it matters: when the platform accelerates “cash extraction,” smaller merchants feel it first — pricing and inventory decisions get tighter.
Source: CNBC
Key signals (CNBC):
• Amazon sellers drive 60%+ of units sold on the marketplace
• 24h Amazon Ads boycott organized by Million Dollar Sellers (700+ members)
• 3.5% fuel surcharge starts Apr 17
• payouts shift to 7 days after delivery (vs after shipment)
• ads charges auto‑deduct from earnings (change deferred to Aug 1)
Why it matters: when the platform accelerates “cash extraction,” smaller merchants feel it first — pricing and inventory decisions get tighter.
Source: CNBC
Amazon blocks AI agents: the court restricted Perplexity's access.
Amazon has achieved temporary restrictions against Perplexity AI: the US court has banned their AI agents from accessing the platform through the Comet browser.
The reason is concerns that AI agents can automatically make purchases by accessing users' accounts, as well as distort the advertising ecosystem (brands pay for impressions that are not seen by humans, but by bots).
However, there is a deeper context behind this: marketplaces are not ready to allow third-party AI services into their ecosystems, as they do not want to lose control over traffic and revenue.
Amazon has achieved temporary restrictions against Perplexity AI: the US court has banned their AI agents from accessing the platform through the Comet browser.
The reason is concerns that AI agents can automatically make purchases by accessing users' accounts, as well as distort the advertising ecosystem (brands pay for impressions that are not seen by humans, but by bots).
However, there is a deeper context behind this: marketplaces are not ready to allow third-party AI services into their ecosystems, as they do not want to lose control over traffic and revenue.
🛍 Clarks launches a marketplace: 100+ third-party brands to be added to its site
• Format: “Brands now at Clarks” (UK), expanding from footwear into lifestyle
• At launch: Nike, Adidas, Hugo Boss, Tommy Hilfiger, Under Armour, and others
• Categories: apparel, accessories, kids’ products + core footwear
• Model logic: expanding assortment without inventory risk
Implications for sellers: marketplace models are increasingly becoming an “assortment accelerator” — be prepared for new storefronts and higher content requirements.
Source: Drapers
• Format: “Brands now at Clarks” (UK), expanding from footwear into lifestyle
• At launch: Nike, Adidas, Hugo Boss, Tommy Hilfiger, Under Armour, and others
• Categories: apparel, accessories, kids’ products + core footwear
• Model logic: expanding assortment without inventory risk
Implications for sellers: marketplace models are increasingly becoming an “assortment accelerator” — be prepared for new storefronts and higher content requirements.
Source: Drapers
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🧾 California: Amazon may have coordinated price increases through brands
— Court documents revealed emails where Amazon allegedly asked suppliers to “ensure” competitors raise prices.
— Examples include products from dog treats to Dockers, with Walmart/Chewy reportedly increasing prices after Amazon changes.
— The case is part of a lawsuit filed by the California Attorney General in 2022; trial is scheduled for January 2027.
Implication for sellers: the risk of a “price floor” is rising — monitoring competitor pricing and MAP policies is becoming more critical.
— Court documents revealed emails where Amazon allegedly asked suppliers to “ensure” competitors raise prices.
— Examples include products from dog treats to Dockers, with Walmart/Chewy reportedly increasing prices after Amazon changes.
— The case is part of a lawsuit filed by the California Attorney General in 2022; trial is scheduled for January 2027.
Implication for sellers: the risk of a “price floor” is rising — monitoring competitor pricing and MAP policies is becoming more critical.
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📈 US retail sales (Mar 2026): $752.1B, +1.7% MoM; nonstore +10.1% YoY
— Headline retail + food services: $752.1B (+1.7% vs Feb).
— +4.0% YoY; Q1 (Jan–Mar) +3.7% YoY.
— Nonstore retailers: +10.1% YoY (still the growth engine).
Why it matters: online keeps outpacing the market — inventory discipline + fast replenishment matter more than “broad assortment”.
— Headline retail + food services: $752.1B (+1.7% vs Feb).
— +4.0% YoY; Q1 (Jan–Mar) +3.7% YoY.
— Nonstore retailers: +10.1% YoY (still the growth engine).
Why it matters: online keeps outpacing the market — inventory discipline + fast replenishment matter more than “broad assortment”.
🛡 Amazon strengthens “trust & safety”: more seller checks + AI listing control
— Amazon released its Trustworthy Shopping Experience report (Apr 22).
— All new sellers now проходят строгую верификацию: identity, business linkage, payment flows.
— AI analyzes text, images, and behavior; systems scan “billions” of listing edit attempts daily.
— Omniscan generated image datasets for 12+ million products to validate safety compliance.
👉 Implication:
marketplace entry is becoming more compliance-heavy — data quality and proper documentation are turning into a competitive advantage.
— Amazon released its Trustworthy Shopping Experience report (Apr 22).
— All new sellers now проходят строгую верификацию: identity, business linkage, payment flows.
— AI analyzes text, images, and behavior; systems scan “billions” of listing edit attempts daily.
— Omniscan generated image datasets for 12+ million products to validate safety compliance.
👉 Implication:
marketplace entry is becoming more compliance-heavy — data quality and proper documentation are turning into a competitive advantage.
Japan social commerce: discovery-led beats “live selling” (2026 outlook)
— ResearchAndMarkets: Japan social commerce is projected to grow ~8.5% annually to $261.28B by 2026.
— The model shifts from pure livestreaming to short‑form discovery + marketplace conversion.
— Creator-led affiliate commerce is a key driver (examples: TikTok Shop format; Rakuten’s YouTube affiliate program).
— Trust & safety (verified sellers, moderation, disclosures) is positioned as a growth prerequisite.
Why it matters: the winning stack is discovery traffic + native payments + post‑purchase protection.
Source: GlobeNewswire
— ResearchAndMarkets: Japan social commerce is projected to grow ~8.5% annually to $261.28B by 2026.
— The model shifts from pure livestreaming to short‑form discovery + marketplace conversion.
— Creator-led affiliate commerce is a key driver (examples: TikTok Shop format; Rakuten’s YouTube affiliate program).
— Trust & safety (verified sellers, moderation, disclosures) is positioned as a growth prerequisite.
Why it matters: the winning stack is discovery traffic + native payments + post‑purchase protection.
Source: GlobeNewswire
Amazon marketplace is consolidating: fewer sellers, bigger share for the top
• Active sellers fell to ~500k as of March 2026 (from 584k in Jan 2025).
• New seller registrations hit 165k in 2025 (lowest since 2015 tracking).
• Fewer than 8,000 sellers now drive about 50% of US 3P GMV.
Why it matters: fees + ads costs raise the execution bar — marketplaces are moving from “side hustle” to professional ops.
Action: tighten unit economics (profit after ads) and prioritize winners, not wide catalogs.
Modern Retail
• Active sellers fell to ~500k as of March 2026 (from 584k in Jan 2025).
• New seller registrations hit 165k in 2025 (lowest since 2015 tracking).
• Fewer than 8,000 sellers now drive about 50% of US 3P GMV.
Why it matters: fees + ads costs raise the execution bar — marketplaces are moving from “side hustle” to professional ops.
Action: tighten unit economics (profit after ads) and prioritize winners, not wide catalogs.
Modern Retail
🌐 eBay outage: errors hit search, login, and checkout
According to user reports, eBay experienced several hours of server/API issues: search returned zero results or errors, product descriptions failed to load, and cart/checkout worked inconsistently.
Why it matters: any disruption in search or checkout immediately impacts conversion rates and is especially critical for auctions, where the final bidding hours are key.
What to do: have a backup plan for platform outages — diversify traffic (social media/email), pin key SKUs in favorites/storefronts, and monitor status pages ahead of peak sales windows.
Source: Value Added Resource
According to user reports, eBay experienced several hours of server/API issues: search returned zero results or errors, product descriptions failed to load, and cart/checkout worked inconsistently.
Why it matters: any disruption in search or checkout immediately impacts conversion rates and is especially critical for auctions, where the final bidding hours are key.
What to do: have a backup plan for platform outages — diversify traffic (social media/email), pin key SKUs in favorites/storefronts, and monitor status pages ahead of peak sales windows.
Source: Value Added Resource
Microsoft scales Copilot Checkout to 500,000 merchants — shopping moves into the assistant
• Copilot Checkout expanded to 500k+ merchants and is now inside the Copilot mobile app (U.S.).
• The flow: ask for recommendations (e.g., home decor), pick items, and complete purchase without leaving the app.
• Payments run quietly via PayPal / Shopify / Stripe.
• Large retailers are already live (Urban Outfitters, Anthropologie), with Etsy sellers also represented.
Why it matters: discovery and checkout are collapsing into one AI surface — product data + availability + pricing consistency become even more critical for conversion. Source:
The AI Marketers
• Copilot Checkout expanded to 500k+ merchants and is now inside the Copilot mobile app (U.S.).
• The flow: ask for recommendations (e.g., home decor), pick items, and complete purchase without leaving the app.
• Payments run quietly via PayPal / Shopify / Stripe.
• Large retailers are already live (Urban Outfitters, Anthropologie), with Etsy sellers also represented.
Why it matters: discovery and checkout are collapsing into one AI surface — product data + availability + pricing consistency become even more critical for conversion. Source:
The AI Marketers
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🛍 TikTok Shop updates Shipping & Collections for sellers (US)
— TikTok announced updates to Shipping & Collections in Seller Center.
— Rollout starts from March 2026 (some features enabled per order or in batches).
— Logic: faster creation of product collections + more transparent shipping management on the seller side.
👉 Implications for sellers:
TikTok is strengthening its “storefront” infrastructure — those with a clear assortment structure and strong discipline in SLA/stock management will benefit the most.
Source: TikTok Shop Seller University
— TikTok announced updates to Shipping & Collections in Seller Center.
— Rollout starts from March 2026 (some features enabled per order or in batches).
— Logic: faster creation of product collections + more transparent shipping management on the seller side.
👉 Implications for sellers:
TikTok is strengthening its “storefront” infrastructure — those with a clear assortment structure and strong discipline in SLA/stock management will benefit the most.
Source: TikTok Shop Seller University
France: 75% of tested marketplace products breached EU rules (46% dangerous)
• Regulator DGCCRF tested 600+ items from 7 foreign platforms (2025)
• 75% non‑compliant; 46% non‑compliant and dangerous
• Electrical appliances: 100% non‑compliant; ~3/4 deemed dangerous (shock/fire risks)
Why it matters: enforcement is shifting from “bad sellers” to “platform accountability” (DSA fines up to 6% of global turnover).
👉 Seller takeaway: tighten compliance evidence (certs, labeling, materials) — EU marketplaces will likely demand more proof upstream.
Source: Economic Times (Legal)
• Regulator DGCCRF tested 600+ items from 7 foreign platforms (2025)
• 75% non‑compliant; 46% non‑compliant and dangerous
• Electrical appliances: 100% non‑compliant; ~3/4 deemed dangerous (shock/fire risks)
Why it matters: enforcement is shifting from “bad sellers” to “platform accountability” (DSA fines up to 6% of global turnover).
👉 Seller takeaway: tighten compliance evidence (certs, labeling, materials) — EU marketplaces will likely demand more proof upstream.
Source: Economic Times (Legal)
BigCommerce adds a 0.6%–2% fee for “open” payment providers (from June 1, 2026)
• New “Open Payment Provider” fee applies when merchants use non-embedded processors
• Fee range: 0.6% to 2% depending on plan tier
• Plans renamed + GMV ceilings lowered (some stores get forced into higher tiers)
• Example cited: $150K GMV merchant could jump from $79/mo to $299/mo before fees
Why it matters: platform economics are shifting back to take-rates — merchants should model total cost (platform + payments) and keep a migration plan ready.
Shopifreaks
• New “Open Payment Provider” fee applies when merchants use non-embedded processors
• Fee range: 0.6% to 2% depending on plan tier
• Plans renamed + GMV ceilings lowered (some stores get forced into higher tiers)
• Example cited: $150K GMV merchant could jump from $79/mo to $299/mo before fees
Why it matters: platform economics are shifting back to take-rates — merchants should model total cost (platform + payments) and keep a migration plan ready.
Shopifreaks