E-commerce marketing · Industry brief

China has unveiled draft revisions to its E-Commerce Law introducing turnover-based fines of up to 5 percent for serious violations by online platforms, expanding international provisions, and establishing a legal basis for tiered platform supervision. The proposal contains 20 amendments covering platform liability, enforcement, regulatory coordination, international cooperation, extraterritorial application and countermeasures (MLex, July 6, 2026).

Amazon filed suit against Perplexity AI in federal court in California's Northern District in November 2025, alleging violations of the Computer Fraud and Abuse Act and California's Comprehensive Computer Data Access and Fraud Act. The lawsuit centers on Perplexity's agentic AI browser, called Comet, which Amazon claims accessed customer accounts without authorization by misrepresenting itself as Google Chrome rather than disclosing its AI agent status. Amazon's complaint argues that Perplexity violated the platform's updated Conditions of Use, which now require transparent identification of AI agents and prohibit concealment of automated activity. In March 2026, the district court granted Amazon's motion for a preliminary injunction, though the order has been stayed pending appeal to the Ninth Circuit. The case signals that ecommerce platforms are preparing to enforce boundaries around agentic AI access to digital storefronts and that brands should update their platform agreements to expressly address AI agents, require disclosure of automated activity, and prohibit misrepresentation of agent identity.

TikTok Shop has implemented policies governing seller compliance, product standards, affiliate marketing content rules, and creator privacy expectations. Sellers must follow marketplace standards for product authenticity, pricing transparency, and fulfillment timelines, with violations potentially resulting in listing removal, account restrictions, or permanent suspension. Creators promoting products through affiliate marketing must accurately represent items and provide proper sponsorship disclosures, adhering to platform advertising standards. The platform monitors affiliate content to reduce misleading promotions and maintain trust in creator-driven commerce. Violations including selling prohibited items, misleading claims, poor fulfillment performance, and improper affiliate disclosures can trigger penalties ranging from warnings to account removal.