In 2024 with the rapid development of mobile internet, big data, and AI, cross-border e-commerce is experiencing fast growth and will continue to mature into a systematic industry. This presents both opportunities and challenges for cross-border e-commerce practitioners.

So, what are the core elements for individual sellers in cross-border e-commerce? Here are four key factors that can help individual cross-border e-commerce sellers.

1. Choose the Right Platform

In cross-border e-commerce, there are two main models: independent sites and cross-border e-commerce platforms. These models can complement each other and drive traffic between them. While having an independent site is essential for growing a business, individual sellers should start with cross-border e-commerce platforms due to their lower operational costs and ease of use.

Current mainstream platforms include Amazon, eBay, Wish, and AliExpress, each with unique features and rules:

1. Amazon: Has the highest requirements for sellers and is suitable for high-quality, branded products targeting the European and American markets. The process is rigorous and complex.

2. eBay: An established site with stable traffic, ideal for sellers with existing sales channels.

3. Wish: The only platform with a mobile app, focusing on younger consumers in the European and American markets. It's suitable for unique, lower-end products.

4. AliExpress: Targets markets like Russia and Brazil with a focus on low-priced items. The platform is easy for beginners to use.

Due to limited experience, resources, and energy, individual sellers should carefully select a platform that fits their store’s positioning and their own strengths.

2. Product Selection

Product selection is crucial for cross-border e-commerce and directly affects sales. Key considerations include:

1. Product Lifespan: Choose products with a lifespan of at least one year to allow for future upgrades.

2. Trends: Ensure the product aligns with current trends and has a high search volume (ideally over 100,000 searches per month).

3. Supply Chain: Ensure a stable and cost-effective supply source with good profit margins and avoid intellectual property issues.

3. Logistics and Warehousing

Logistics and transportation are critical to success in cross-border e-commerce. Many individual sellers opt for low-cost third-party logistics providers, which may compromise the safety of their shipments.

Given the high expectations of overseas buyers for timely delivery, it is advisable to use reliable logistics providers like UPS or FedEx when possible.

4. Marketing and Promotion

Effective marketing includes both on-platform and off-platform strategies:

1. Social Media Marketing:

• Real Identity Social Sites: Like WeChat, QQ, Facebook, WhatsApp, LinkedIn. These platforms focus on personal connections.

• Interest-based Social Sites: Such as blogs, YouTube, Pinterest, Twitter. These are more open and interest-focused.

• Professional Sites: For niche products, forums, and specialized blogs can be effective.

2. Search Engine Marketing (SEM) and Optimization (SEO): Utilize search engine advertising and optimization to improve visibility.

3. Email Marketing: Email is a direct way to communicate with customers, making it a valuable channel for cross-border e-commerce branding.

As we enter 2019, individual sellers in cross-border e-commerce should seize opportunities and embrace challenges. Success belongs to those who are brave and proactive.