BEYOND EXPO 2024 | Pioneering the future of innovation in cross-border e-commerce · TechNode

Cross-border e-commerce has emerged as a catalyst for economic growth while providing consumers with a frictionless shopping experience. This consumption model has given people all over the world access to Chinese-made products.

A panel discussion at BEYOND EXPO's Cross-Border E-Commerce Summit provided insightful perspectives from industry leaders on growth trends and opportunities in the global e-commerce landscape in 2024 and beyond.

The cross-border ecosystem is much more complex than a Chinese seller taking an order and shipping goods to an overseas buyer. It involves many different elements, including cross-border platforms, payment systems, investors, data service providers, etc.

Chinese merchants new to cross-border trading face a key question: “where and how do I start?”

Deena Ghazarian, chairman of the board of directors of the National Consumer Technology Association and founder and CEO of Austere, said partnering with established brands and service-based companies can help them take advantage of e-commerce platforms such as Amazon and TikTok.

Xiaohongshu, a popular lifestyle-sharing platform that has also expanded into e-commerce, aims to emerge as a service provider that leverages its content and targeted advertising capabilities to drive cross-border e-commerce growth, said Ning Guang, the company's business manager.

Asked about the perception of Chinese brands in the American market, Ghazarian said localization and rebranding would help them appeal to a diverse consumer base.

“We leveraged our assets to get more diverse backgrounds and become recognized as a diverse brand,” Ghazarian said. “If we did that, no one would think it was a Chinese brand.”

But Cheryl Tan, Indiegogo's Asia Pacific sales director, argued that consumers are drawn to brands with a bright spot.

There are also examples of Chinese brands going overseas and successfully transforming themselves into local U.S. brands, she said.

While TikTok has emerged as one of the most well-known and successful Chinese brands in the US, it also faces significant challenges, and political factors may still pose a major obstacle for Chinese brands looking to expand globally.

Panelists said the cross-border e-commerce industry is likely to adopt AI technologies faster than other industries due to factors such as time zone differences, round-the-clock operations and the desire to use AI to address cross-cultural challenges.

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