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Packages move along a conveyor at an Amazon fulfillment center on Cyber Monday in Robbinsville, New Jersey, U.S., on Monday, Nov. 29, 2021.

Michael Nagle | Bloomberg | Getty Images

Amazon is making a fresh appeal to China-based sellers as it fends off growing competition from discount online retailers Temu and Shein, which both have roots in the world’s second-largest economy.

At a conference that began Tuesday and runs through Friday, Amazon said it plans to open an “innovation center” near Shenzhen, a hub for technology companies and cross-border e-commerce that’s often referred to as China’s Silicon Valley. Amazon said it will “promote sellers in the Asia-Pacific region in product launch, brand building, and digitization.”

The company is also giving Chinese sellers access to its end-to-end supply chain service, which debuted in the U.S. in September. The offering allows merchants to move goods from factories overseas and replenish them on Amazon and other channels “in one stop.”

The annual conference for sellers in China features some of Amazon’s top brass, and typically attracts thousands of merchants from the region. While Amazon no longer operates in China, the country has become a hotspot for businesses looking to market their products to Amazon’s global customer base. At one point, nearly half of the top Amazon sellers were based in China, according to Marketplace Pulse.

Amazon said in 2023 the number of items sold by Chinese sellers on its site grew more than 20% year over year, while the number of Chinese sellers with sales over $10 million increased 30%.

Meanwhile, stiff competition in the region is emerging from Temu, owned by Chinese tech giant PDD Holdings, and Shein, which was founded in China but last year moved its headquarters to Singapore.

Shein, which primarily sells fast fashion items and accessories, launched a marketplace earlier this year that seeks to offer a wider variety of products, ranging from electronics to homewares. Some Amazon merchants have begun selling on Shein in recent months.

In late November, Shein filed confidentially for an IPO in the U.S. While a listing could broaden Shein’s popularity in the U.S. and globally, the company has faced scrutiny over its impact on the environment, ties to China and allegations that it uses forced labor in its supply chain. The company was last valued at $66 billion, CNBC previously reported.

Temu, a digital bargain basement that features a mix of goods ranging from quirky knick-knacks to cheaper lookalikes of established brands, ran a Super Bowl ad early this year and has since been on a marketing blitz. In the fourth quarter, Temu accounted for 20% to 25% of ad impressions purchased on Google, compared to “near zero” at the end of 2022, according to a recent research note from TD Cowen. Temu shoppers spend nearly twice as much time in the app as they do on Amazon and eBay.

Amazon last week updated its fees for sellers, cutting the commission it takes on clothing priced below $15 to 5% from 17%, in an apparent appeal to Shein and Temu merchants. Etsy CEO Josh Silverman acknowledged at an investor event earlier this month that Temu and Shein are “taking a little bit of share from everyone.”

“There’s a lot of people focused on selling you cheap goods cheaper, that end up in a landfill five minutes later,” Silverman said. “We think there’s a big alternative to do something different that’s truly meaningful, and in doing so, earn a spot in your mind.”

Etsy, which is known for its handmade and artisan goods, announced Wednesday it’s laying off 11% of its workforce, or about 225 employees.

WATCH: Shein’s secret sauce

Shein's secret sauce: How the retailer has exploded in the U.S. using a key trade loophole

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Tesla shares drop 7% in premarket trading after Elon Musk says he is launching a political party

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Tesla shares drop 7% in premarket trading after Elon Musk says he is launching a political party

White House Senior Advisor Elon Musk walks to the White House after landing in Marine One on the South Lawn with U.S. President Donald Trump (not pictured) on March 9, 2025 in Washington, DC.

Samuel Corum | Getty Images News | Getty Images

Tesla shares fell in premarket trade on Monday after CEO Elon Musk announced plans to form a new political party.

The stock was down 7.13% by 4:27 a.m. E.T.

Musk said over the weekend that the party would be called the “America Party” and could focus “on just 2 or 3 Senate seats and 8 to 10 House districts.” He suggested this would be “enough to serve as the deciding vote on contentious laws, ensuring that they serve the true will of the people.”

The billionaire’s involvement in politics has been a point of contention for investors. Musk earlier this year was part of the so-called Department of Government Efficiency and worked closely with President Donald Trump — a move seen as potentially hurting Tesla’s brand.

Musk left DOGE in May, which helped Tesla’s stock.

Now tech billionaire’s reinvolvement in the political arena is making investors nervous.

“Very simply Musk diving deeper into politics and now trying to take on the Beltway establishment is exactly the opposite direction that Tesla investors/shareholders want him to take during this crucial period for the Tesla story,” Dan Ives, global head of technology research at Wedbush Securities, said in a note on Sunday.

“While the core Musk supporters will back Musk at every turn no matter what, there is broader sense of exhaustion from many Tesla investors that Musk keeps heading down the political track.”

Musk’s previous political foray earned him Trump’s praise in the early days, but he has since drawn the ire of the U.S. president.

The two have clashed over various areas of policy, including Trump’s spending bill which Musk has said would increase America’s debt burden. Musk has taken issue to particular cuts to tax credits and support for solar and wind energy and electric vehicles.

Trump on Sunday called Musk’s move to form a political party “ridiculous,” adding that the Tesla boss had gone “completely off the rails.”

Musk is contending with more than just political turmoil. Tesla reported a 14% year-on-year decline in car deliveries in the second quarter, missing expectations. The company is facing rising competition, especially in its key market, China.

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AI chip startup Groq expands with first European data center

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AI chip startup Groq expands with first European data center

Jonathan Ross, chief executive officer of Groq Inc., during the GenAI Summit in San Francisco, California, US, on Thursday, May 30, 2024.

David Paul | Bloomberg | Getty Images

Artificial intelligence semiconductor startup Groq announced Monday it has established its first data center in Europe as it steps up its international expansion.

Groq, which is backed by investment arms of Samsung and Cisco, said the data center will be located in Helsinki, Finland and is in partnership with Equinix.

Groq is looking to take advantage of rising demand for AI services in Europe following other U.S. firms which have also ramped up investment in the region. The Nordics in particular is a popular location for the data facilities as the region has easy access to renewable energy and cooler climates. Last month, Nvidia CEO Jensen Huang was in Europe and signed several infrastructure deals, including data centers.

Groq, which is valued at $2.8 billion, designs a chip that the company calls a language processing unit (LPU). It is designed for inferencing rather training. Inferencing is when a pre-trained AI model interprets live data to come up with a result, much like the answers that are produced by popular chatbots.

While Nvidia has a stranglehold on the chips required for training huge AI models with its graphics processing units (GPUs), there is a swathe of startups hoping to take a slice of the pie when it comes to inferencing. SambaNova; Ampere, a company SoftBank is in the process of purchasing; Cerebras and Fractile, are all looking to join the AI inference race.

European politicians have been pushing the notion of sovereign AI — where data centers must be located in the region. Data centers that are located closer to users also help improve the speed of services.

Global data center builder Equinix connects different cloud providers together, such as Amazon Web Services and Google Cloud, making it easier for businesses to have multiple vendors. Groq’s LPUs will be installed inside the Equinix data center allowing businesses to access Groq’s inference capabilities via Equinix.

Groq currently has data centers in the U.S. and Canada and Saudi Arabia with its technology.

Don’t miss Groq CEO Jonathan Ross on Squawk Box Europe at 7:45 a.m. London time.

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Inside a Utah desert facility preparing humans for life on Mars

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Inside a Utah desert facility preparing humans for life on Mars

Hidden among the majestic canyons of the Utah desert, about 7 miles from the nearest town, is a small research facility meant to prepare humans for life on Mars.

The Mars Society, a nonprofit organization that runs the Mars Desert Research Station, or MDRS, invited CNBC to shadow one of its analog crews on a recent mission.

MDRS is the best analog astronaut environment,” said Urban Koi, who served as health and safety officer for Crew 315. “The terrain is extremely similar to the Mars terrain and the protocols, research, science and engineering that occurs here is very similar to what we would do if we were to travel to Mars.”

SpaceX CEO and Mars advocate Elon Musk has said his company can get humans to Mars as early as 2029.

The 5-person Crew 315 spent two weeks living at the research station following the same procedures that they would on Mars.

David Laude, who served as the crew’s commander, described a typical day.

“So we all gather around by 7 a.m. around a common table in the upper deck and we have breakfast,” he said. “Around 8:00 we have our first meeting of the day where we plan out the day. And then in the morning, we usually have an EVA of two or three people and usually another one in the afternoon.”

An EVA refers to extravehicular activity. In NASA speak, EVAs refer to spacewalks, when astronauts leave the pressurized space station and must wear spacesuits to survive in space.

“I think the most challenging thing about these analog missions is just getting into a rhythm. … Although here the risk is lower, on Mars performing those daily tasks are what keeps us alive,” said Michael Andrews, the engineer for Crew 315.

Watch the video to find out more.

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