Beyond the Basket - 18/08/25

Monday 18th August | Join Free

Hello, it’s Monday and this is your Beyond the Basket daily brief.

In today’s issue:
🌐 Chinese Sellers Shift Focus as U.S. Tariff Risks Loom
📉 UK Consumer Confidence Nosedives Amid Cost Pressures
👜 Walmart Courts High-End Shoppers with StockX & Rebag Collabs
📉 TikTok Shop Faces Trust Crisis in Japan and the UK
🛒 MediaMarkt Expands Marketplace to Switzerland & Hungary

+plus four deep dives and broader analysis, along with two tools to help you stay ahead of the competition and keep selling around the clock.

TL;DR: Despite a 90-day U.S.-China tariff truce, Chinese exporters remain cautious, with many shifting operations and sales efforts toward Europe, Latin America, and Africa to mitigate geopolitical risk.

Why It Matters: Platforms like Shein, Temu, TikTok Shop, and Amazon used this weekend’s Guangzhou Cross-Border Trade Fair to court Chinese exporters, but sellers voiced deep concerns about future U.S. policy. Brands like Guangdong Mingjian Electronics and Yiwu Shuangyuan Christmas Artware have faced shipment halts, lost seasonal contracts, and volatile demand. As a result, many exporters are diversifying away from the U.S.: expanding via Mercado Libre in South America, and leveraging EU warehouse infrastructure, or exploring Belt and Road markets like South Africa. This risk-balancing signals a structural shift in global ecommerce flows, and could impact everything from Q4 inventory availability to marketplace competition.

Your Move: If you sell into international markets, monitor platform-level shifts in Chinese seller volumes, especially on Amazon, Temu, and Mercado Libre. A decline in Chinese sellers in the U.S. could temporarily ease price competition, opening a window for margin-friendly product expansion in select categories. Conversely, a rise in Chinese seller activity outside the U.S. may intensify competition and pressure margins in those regions.

TL;DR: UK consumer confidence dropped 31 points year-over-year, hitting an average of -40 between May–July 2025, among the lowest levels since the height of the cost-of-living crisis.

Why It Matters: According to Which?’s Consumer Insight Tracker, pessimism is widespread: 56% expect the economy to worsen, while only 16% expect improvement. Pensioners are the most pessimistic group, with confidence plummeting to -63, partly due to uncertainty over winter fuel support. Nearly 14 million households adjusted their spending in July, with over 2 million missing essential payments. Despite inflation cooling, economic anxiety and spending restraint persist, especially amid concerns about fraud, pricing tricks, and consumer protections. For ecommerce and retail brands, this signals a continued environment of cautious spending, and increasing scrutiny over value and trust.

Your Move: Double down on transparent pricing, clear product value, and consumer protections. In a high-anxiety market, reducing friction and signalling trustworthiness can tip conversion, especially among price-sensitive or older demographics. Also consider implementing payment flexibility options like Buy Now Pay Later (BNPL) or extended payment terms to ease immediate financial pressure - Klarna and Clearpay have seen increased adoption during economic uncertainty.

TL;DR: Walmart is expanding its third-party marketplace to include luxury goods and collectibles, partnering with platforms like StockX and Rebag to list items like Labubu dolls and pre-owned Chanel bags, some priced over $200.

Why It Matters: Traditionally synonymous with low prices, Walmart is quietly rebranding its digital shelves to attract higher-income shoppers, especially those earning over $100K, a growing customer base. Its deal with Rebag added 27,000+ authenticated luxury accessories to Walmart.com. Simultaneously, StockX’s collectible drops (from Nike Jordans to niche figurines) help Walmart tap into enthusiast micro-markets. With Amazon also entering luxury resale via Rebag, a new battle is emerging over affluent online buyers. Yet, both giants face the same obstacle: luxury brands' deep resistance to mass-market platforms due to exclusivity concerns.

Your Move: Reassess channels you may have previously dismissed as “off-brand” for high-ticket products. As platforms like Walmart evolve to host luxury and collectible goods, overlooked marketplaces could now offer scalable, low-CAC access to affluent buyers.

TL;DR: TikTok Shop is struggling in Japan due to retailer reluctance and cultural mismatch, and now facing a fake product scandal in the UK, with Welsh haircare brand Hair Syrup reporting knockoffs sold under its name.

Why It Matters: In Japan, only 10% of retailers plan to adopt TikTok Shop, citing trust issues, production hurdles, and a mismatch with local shopping habits. Many Japanese users discover products on TikTok but complete purchases on platforms like Rakuten or Amazon, where they benefit from loyalty points and trusted checkout systems. Meanwhile in the UK, Hair Syrup founder Lucie Macleod says counterfeits on TikTok Shop caused customer complaints and revenue loss, despite the brand’s previous success on the platform. The incident reflects broader concerns: TikTok’s lack of robust seller vetting and takedown processes threatens legitimate brands and undermines consumer confidence.

Your Move: Before betting big on viral commerce platforms, stress-test their brand protection and seller verification systems. And if buyers prefer the trust and perks of established platforms, list products on both TikTok and trusted marketplaces like Rakuten or Amazon to capture discovery traffic while ensuring secure, incentive-rich checkout options.

TL;DR: MediaMarkt’s marketplace trading volume grew 90% YoY, fueling Ceconomy’s profits, now expanding into Switzerland and Hungary.

Why It Matters: MediaMarkt’s marketplace is fast becoming Ceconomy’s growth engine. Online revenue hit €1.14B, now 24.6% of total revenue, with marketplace GMV on track for €750M in the next fiscal year. Product listings surged 75% YoY to 2.8 million SKUs, and expansion continues: after Belgium, Poland, and an upcoming Turkey launch, Switzerland and Hungary are next. Vertical growth is also accelerating, with new categories from DIY and toys to e-mobility. Sellers can now access retail media placements, mirroring Amazon’s playbook, and JD.com’s takeover offer for Ceconomy adds another layer of strategic intrigue.

Your Move: If you sell electronics, home, or lifestyle goods in Europe, now’s the time to explore MediaMarkt’s marketplace. Prepare localisation strategies for Hungary and Switzerland, early movers can secure key placement advantages.

HeadsUp (Free Trial) - An AI-powered competitive intelligence tool that surfaces real-time insights on your rivals’ price changes, product launches, and positioning shifts, complete with action plans, not just alerts. Perfect for ecommerce teams looking to react faster and smarter in volatile markets.

Kandid (Free Trial) - An AI sales agent designed to convert browsers into buyers by providing real-time, consultative guidance on complex products, from EVs to personal care. Think of it as cloning your best in-store rep and making them available 24/7.

Curated deep dives, longer reads and analysis shaping the future of retail and ecommerce.

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Inside the Target Shopper Backlash Read here →
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Amazon’s Grocery Play Puts Pressure on Instacart Read here →
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