The expansion of cross-border e-commerce has shifted from being “price-driven” to “brand-driven,” achieving a strategic transition from “extensive growth” to “ecosystem collaboration.” Against the backdrop of global retail transformation, internet and e-commerce penetration rates continue to rise, with emerging markets becoming the “new engine” of global growth. Leveraging low-cost, high-efficiency retail channels, China’s cross-border e-commerce has emerged as a critical link between Chinese manufacturing and global consumption. Different platforms are developing differentiated models based on their strengths and carving out unique growth trajectories in international competition according to their market positioning.
The rapid growth of China’s cross-border e-commerce in 2024 has been driven by four key factors:
First, the policy environment has become more systematic, targeted, and coordinated. Customs and relevant authorities have continuously optimized clearance efficiency and tax refund processes. Under key development models such as “cross-border e-commerce + industrial clusters”, businesses are transforming policy advantages into momentum for global brand expansion.
Second, digitalization has significantly improved trade efficiency, reduced information asymmetry, and lowered transaction costs. The widespread adoption of AI technologies has unlocked new possibilities for accelerating cross-border e-commerce expansion.
Third, the digital and automated transformation of manufacturing has propelled “Made in China” into “Smart Manufacturing in China”. A robust supply chain system serves as the foundation for cross-border e-commerce growth, enabling innovative brands and white-label products to gain strong global competitiveness.
Fourth, cross-border e-commerce platforms are leveraging “managed globalization” models to rapidly export China’s mature e-commerce marketing expertise overseas. This approach has substantially reduced the costs and challenges for SMEs expanding abroad and is reshaping the global e-commerce competitive landscape.
China’s strong manufacturing capabilities and “end-to-end supply chain collaboration” model enable cross-border e-commerce platforms to offer an increasingly diverse range of products while maintaining stable production capacity and ensuring continuous supply. The rapid rise of China’s cross-border e-commerce is deeply rooted in its powerful manufacturing base. Additionally, a mature e-commerce ecosystem provides a foundational advantage, while policy support further fuels its global expansion.