In 2025, the U.S. Consumer Product Safety Commission (CPSC) has significantly stepped up its supervision of cross-border e-commerce products, which has dealt a heavy blow to numerous cross-border e-commerce enterprises. Among the 121 recall incidents announced by the CPSC as of April 14, over 40% involved products sold exclusively online, showing a marked increase compared to previous years. This data reflects the concentrated exposure of the long-standing issue of inconsistent product quality in the cross-border e-commerce sector.
Take the power bank company as an example. Approximately 429,000 of its portable power banks are being recalled due to the overheating risk of lithium-ion batteries during mobile phone charging, which could potentially cause fires and burns. This is by no means an isolated case. In recent years, with the rapid development of cross-border e-commerce, a large number of enterprises have flooded into this field. Some enterprises, in pursuit of short-term profits, have neglected product quality control, resulting in a large number of unsafe products entering the U.S. market. These products not only harm the interests of consumers but also damage the overall image of the cross-border e-commerce industry.
The CPSC's designation of e-commerce platforms as the top enforcement priority in the 2025 fiscal year is of far-reaching significance. As an important channel for the sale of cross-border e-commerce products, e-commerce platforms bear an unshirkable responsibility. Strengthening supervision over platforms can curb the circulation of substandard products at the source. For enterprises, ignoring recall requirements will lead to severe consequences such as product safety warnings, which will not only damage their reputation but may also result in hefty fines or even being expelled from the U.S. market.
From the perspective of consumers, stricter supervision can provide them with safer and more reliable products. When purchasing cross-border e-commerce products, consumers often lack intuitive judgments about product quality and are easily misled by false advertising. A strict regulatory system can safeguard consumers' rights to information and choice, allowing them to buy products with confidence.
For the cross-border e-commerce industry, this regulatory trend presents both challenges and opportunities. Enterprises need to re-examine their product quality management systems, increase investment in research, development, and testing to ensure that their products meet U.S. safety standards. Meanwhile, the industry will also undergo a shakeout. Enterprises that prioritize product quality and operate in compliance with regulations will gain greater development space, while those that violate the rules will be eliminated.
In the future, cross-border e-commerce enterprises should actively adapt to changes in the regulatory environment, strengthen communication and cooperation with regulatory authorities, establish a sound product quality traceability system, and improve their ability to respond to emergencies such as recalls. Only in this way can they remain competitive in the fierce market and achieve sustainable development.
