The Global E-commerce Market Reaches New Heights - Strategically Positioning Yourself for Success
- TBA
- Apr 4
- 4 min read
Shopping habits across the world have increasingly shifted from brick-and-mortar stores to online platforms, with consumers expanding their purchases from domestic to international markets.
As global markets open up, the demand for online shopping continues to rise.
In today’s thriving e-commerce industry, how can international sellers establish themselves on major platforms? What are the necessary requirements, and how can they gain a competitive edge?
We’ll guide you through several of the world's leading e-commerce platforms to support your global trade ambitions.
The Growth of the Global E-commerce Market
In 2024, the global e-commerce market continues its expansion and is expected to reach USD 6.56 trillion by the end of 2025, reflecting a year-on-year growth of 7.8%.
According to industry data from 2024, global e-commerce platforms such as Amazon, Temu, AliExpress, and eBay have shown varying growth trends over the past year, with changes in store requirements and product offerings across different countries.
Amazon
Despite challenges such as COVID-19, inflation, and the rise of social media commerce, Amazon has maintained steady growth.
The platform is expanding its essential product sales and has launched a budget-friendly marketplace, Amazon Haul, to counter competition from low-cost rivals.
The initial launch is in beta testing with selected sellers, and a large-scale rollout is expected later in 2025.
General Requirements for Selling on Amazon
Business Registration: Sellers must provide valid business registration documents
Identity Verification: Sellers must provide proof of identity for the legal representative listed on the business licence, such as an ID card or passport
Contact Information: Sellers must provide their full name, contact details, and a valid email address
Product Information: A detailed description of all product categories, including product titles, descriptions, and relevant images
Payment Method: Sellers must link a valid payment method for paying selling fees
Previous E-commerce Experience: Providing store links from other e-commerce platforms can increase the chances of approval.
UK Marketplace Requirements
In addition to the general requirements, sellers looking to open a store on Amazon UK must consider the following:
VAT Registration: Regardless of whether the company is established in the UK, all sellers on Amazon UK must provide a valid UK VAT number within 60 days and upload it to the seller platform
KYC (Know Your Customer) Verification: In compliance with European regulatory requirements, Amazon conducts KYC checks on sellers operating in Europe, including the UK. Sellers must submit company details, contact information, primary contact details, and credit card information
EU Marketplace Requirements
VAT Compliance: Sellers must register for VAT in all relevant EU countries in order to activate regional Amazon marketplaces
EU Responsible Person (RSP): Under the EU Product Safety Regulation (2019/1020), products bearing the CE marking must have an authorised representative within the EU. This responsible person’s contact details must be included on the product, packaging, or accompanying documents
In 2024, the EU has further tightened regulations. This means that sellers trading in Member States which have introduced Extended Producer Responsibility (EPR) requirements must provide a valid EPR registration number.
Sellers who do not upload a number may be automatically charged under Amazon ‘Pay on Behalf’ (where supported), or their products may face removal from the platform.
Additionally, the EU has increased scrutiny on low-cost products to ensure they meet safety standards.
TikTok Shop
In September 2023, the globally popular social media platform TikTok officially launched TikTok Shop, integrating shopping features within the app.
This allows users to purchase products while watching short videos, providing sellers with direct access to global consumers.
General Requirements for Global Selling on TikTok Shop
Business Registration: Sellers must be legally registered corporate entities in their home country, as individuals cannot register as cross-border sellers
Store Information: Sellers must provide accurate business details, including the company’s legal name, address, phone number, and email
Bank Account Information: Sellers must provide valid banking details for transaction settlements
VAT Registration: If VAT registration is required in the target market (e.g. the UK), sellers must provide a valid VAT number upon application
Additional Documentation: Sellers may need to submit business registration certificates, credit card statements, bank statements, or utility bills to verify business information
Legal Representative Verification: Sellers must submit proof of identity for the company’s legal representative and provide a photo of them holding their ID
Invitation Code: An invitation code is required to register as a seller, which can be obtained from TikTok
These requirements may vary depending on market-specific regulations, and sellers should prepare accordingly.
UK Marketplace Requirements
For TikTok Shop UK, sellers must adhere to the following:
VAT Registration: As per UK tax regulations, sellers must register for VAT with HMRC and comply with VAT reporting and payment requirements
Product Compliance: Products must meet UK safety and regulatory standards. Electronics and electrical items must comply with CE or UKCA certification requirements
UK Authorised Representative (UK AR): Since 15 October 2023, TikTok requires all electronic products sold in the UK to bear a UKCA (Or EU CE) label, otherwise they may be rejected
EU Marketplace Requirements
VAT Compliance: Sellers must register for VAT in relevant EU countries and submit returns accordingly
EU Responsible Person (EURP): Under EU Regulation (EU) 2019/1020, certain products (e.g., electronics, electrical goods, toys) must have a designated responsible person within the EU for compliance matters. Since 15 October 2023, TikTok requires all electronic products sold in the EU to bear an authorised EU representative label, or they may be rejected
Product Compliance: Products must meet EU safety standards and possess CE certification where applicable
Increasing Regulatory Scrutiny in Global Markets
In recent years, global regulatory frameworks for cross-border e-commerce have tightened, prompting TikTok Shop to update its policies:
Southeast Asia: Countries such as Vietnam, Thailand, and Indonesia have imposed restrictions on cross-border platforms like TikTok Shop, Temu, and Shein. Measures include removing VAT exemptions and prohibiting the sale of low-value imported goods to protect local manufacturers and consumers
EU: The EU is investigating whether products sold on cross-border e-commerce platforms meet regulatory requirements. Additionally, the EU is considering removing the tax exemption on imported goods valued under €150 to strengthen oversight of cross-border e-commerce
As different regions impose varying restrictions and regulations on TikTok Shop’s permitted products, sellers should stay informed of changes in their target markets to ensure compliance.