Daily Cross-Border E-Commerce Briefing|April 22,2025

1.Meta Removes Detailed Targeting Exclusions
  • Starting April 21,Facebook Ads no longer supports granular audience-exclusion filters.Advertisers must rely on overlap diagnostics and brand-safety lists,a shift that is already pushing CPMs higher and elevating the importance of creative testing.
    Source:Meta Developers Blog,Published on:April 21,2025
2.Shopify Debuts Multi-Touch Revenue Attribution
  • Released April 22,Shopify's default report now traces revenue across SMS,email,ads and social interactions under Reports→Attribution.Early adopters report clearer LTV insights that prompt budget shifts toward retention channels.
    Source:Attentive Help Center,Published on:April 22,2025
3.FedEx Holds International Fuel Surcharge at 29.8%
  • The carrier's April 16-22 table keeps the surcharge flat,tracking jet-fuel indices.Merchants should refresh rate cards on April 23 and consider dynamic shipping rules to offset weekly volatility.
    Source:FedEx Fuel Surcharge Table,Published on:April 22,2025
4.SHEIN to  Launch 600 m² “Café SHEIN” Pop‑Up in Sydney
  • Opening May 3-12 at Pitt Street Mall,the immersive store merges product displays,a coffee bar and AR try-ons to gather Australian shopper data and amplify brand buzz ahead of winter sales.
    Source:GlobeNewswire,Published on:April 22,2025
5.Trump Meets Walmart and Target on Pending China Tariffs
  • During an April 21 White House meeting,retailers urged a transition period before new duties take effect,warning of consumer-price spikes and supply-chain strain.
    Source:Reuters,Published on:April 21,2025
6.Amazon Slows Data-Center Leasing to Curb CapEx
  • Reuters reports Amazon is pausing select U.S.data-center deals,signaling tighter capital allocation that could temper FBA network growth and Prime delivery speed over the next 12 months.
    Source:Reuters,Published on:April 21,2025
7.COSCO Protests Proposed U.S.Port Fees on China-Built Vessels
  • The state carrier labeled phased fees "discriminatory",warning they would raise trans-Pacific shipping costs when rolled out in Q4 2025.
    Source:Reuters,Published on:April 21,2025
8.LPG Trade Routes Reroute as Tariffs Bite
  • Chinese importers pivot to Middle East suppliers while U.S.cargoes head to Europe;analysts expect China's H2 LPG imports to drop 15%year-on-year,reshaping energy logistics lanes.
    Source:Reuters,Published on:April 21,2025
9.U.S.Resale Platforms Surge Amid Apparel Tariff Hikes
  • Second-hand marketplaces ThredUp and Poshmark recorded a 27% weekly jump in active buyers as consumers seek cost-saving alternatives to tariff-driven retail price increases.
    Source:AP News,Published on:April 22,2025

Strategic Recommendations

  • Adapt Facebook Targeting:Replace exclusion filters with broader interests plus first-party suppression lists;expand creative variations to combat rising CPMs.
  • Leverage New Attribution Data:Use Shopify's report to identify under-credited SMS and email touchpoints,reallocating budget toward high-LTV channels.
  • Manage Shipping Costs:Update fuel surcharge tables weekly and negotiate cap clauses with 3PLs to stabilize margins.
  • Capitalize on SHEIN Pop-Up Buzz:Partner with Australian influencers for live commerce;test store-pickup plus cross-border delivery options to boost conversion.
  • Diversify Market Risk:Pre-position inventory in Mexico and Canada warehouses and boost SEA/EU ads to hedge against potential U.S.tariff hikes.

Conclusion

  • Converging ad-platform changes,fuel surcharges and tariff uncertainty demand swift action.Independent sellers who optimize audience strategy,control logistics costs and broaden market reach will safeguard margins through Q2 2025.
  • Ongoing monitoring of policy shifts and agile resource allocation remain essential for sustaining growth in a volatile global trade environment.