Cross-border e-commerce has emerged as a catalyst for economic growth while offering consumers a smooth shopping experience. This consumption model has granted access to China-manufactured products for people globally.
BEYOND EXPO’s cross-border e-commerce summit panel discussion provided insightful perspectives from industry leaders on the growth trends and opportunities in the global e-commerce landscape for 2024 and beyond.
The cross-border ecosystem is far more complex than sellers in China shipping to buyers abroad after receiving an order. It encompasses various elements, including cross-border platforms, payment systems, investors, and data service providers.
Chinese sellers new to cross-border transactions are grappled with a crucial question: how and where to start?
Deena Ghazarian, chairwoman of the Consumer Technology Association’s executive board and founder and CEO of Austere, said partnering with established brands and service-based companies leverages e-commerce platforms including Amazon.
Xiaohongshu, a popular lifestyle-sharing platform that has expanded to the e-commerce business, is seeking to emerge as a service provider to leverage its content and targeted advertising capabilities to drive cross-border e-commerce growth, according to Ning Guang, the company’s business manager.
When asked about the perception of Chinese brands in the American market, Ghazarian said “regionalizing and rebranding” would help appeal to diverse consumer bases.
“We took assets, got a more diverse background, it came across as a diverse brand,” Ghazarian said,” said. “Once we did that, you had no idea it was a Chinese brand.”
Cheryl Tang, APAC sales director of Indiegogo, however, argued that consumers gravitate toward a brand with a “bright spot.”
“We have also seen Chinese brands following Chinese brands going overseas and transforming into U.S. local brands successfully,” she said.
The cross-border e-commerce industry may adopt AI technologies faster than other sectors due to factors like time zone differences, round-the-clock operations, and the desire to leverage AI for cross-cultural challenges, the panelists said.