The cross-border e-commerce landscape continues to evolve as new players enter the market, reshaping competition dynamics. The recent launch of Pinduoduo's Temu platform has injected fresh energy into the sector. With an interface resembling Shein and an initial focus on apparel, accessories, and pet supplies, Temu's positioning has drawn significant industry attention. However, its ability to establish a foothold in the U.S. market will be critical for its global expansion ambitions. While some seller account approvals face delays—potentially linked to product categories—the industry remains optimistic about Pinduoduo's overseas prospects.
Strategic Shift: The Rise of TikTok Shop
Among cross-border platforms, TikTok Shop is emerging as a growth engine, leveraging its unique traffic advantages and user engagement. Many sellers are reallocating resources to prioritize TikTok Shop, aiming to capitalize on its potential. For instance, some companies have redirected a third of their operational teams to focus on the platform, betting on refined operations and content innovation to drive rapid sales growth.
AliExpress: A Foundation for Steady Growth
For sellers already established on AliExpress, maintaining consistent order volume remains key to sustainable growth. Through meticulous product selection, optimized store management, and enhanced customer service, steady increases in daily orders are achievable. Some sellers report stabilizing order volumes at 6-7 units per day while exploring new growth avenues in preparation for peak seasons.
Challenges and Adaptations in Cross-Border E-Commerce
The path of cross-border commerce is fraught with unpredictability. Sudden disruptions, such as pandemic-related travel restrictions, require sellers to swiftly adjust plans and collaborate with logistics partners. Additionally, evolving platform policies and intensifying competition demand constant vigilance and strategic flexibility.
Promotional Campaigns: Opportunities Amid Competition
Major sales events present significant revenue opportunities but also fierce competition. Sellers must prepare thoroughly—from product selection and pricing to inventory management and marketing—to stand out. Many are now gearing up for events like the 9.9 Sale, hoping to offset earlier losses and achieve profitability targets through differentiated strategies.
Talent Mobility and Industry Reflection
The cross-border sector's talent movements reflect broader industry trends. Recent layoffs at Shopee have sparked discussions about balancing rapid expansion with sustainable growth and employee welfare. Companies are urged to invest in robust talent development systems to retain skilled professionals and ensure long-term stability.