The competitive landscape of cross-border e-commerce is undergoing unprecedented transformation. If traffic is the lifeblood of e-commerce platforms, Amazon's historical defense of its on-platform traffic represented a core strategic priority. However, recent moves by the retail giant signal a fundamental shift in this approach.
Amazon's "Buy with Prime": Opening the Floodgates
In April, Amazon launched its "Buy with Prime" service, allowing Prime members to use their Amazon accounts for checkout on external e-commerce sites. The latest iteration permits brand sellers to create dedicated "Buy with Prime" pages within Amazon's ecosystem and drive traffic to their independent sites through brand promotion ads.
This evolution transforms Amazon's role from pure marketplace to hybrid platform-advertising service akin to Facebook or Google. The multi-step conversion process—where users click Amazon ads to reach external sites but complete purchases through Prime checkout—marks a substantive departure from Amazon's traditional walled-garden approach.
Currently invitation-only, the service requires seller applications and Amazon approval. Full rollout could profoundly impact global e-commerce dynamics.
eBay's Top 100: Chinese Sellers and the Long Tail
Meanwhile, eBay's recently released global Top 100 seller rankings reveal telling marketplace patterns. Fourteen sellers exceeded 10 million items sold, with UK-based Musicmagpie leading at 36 million units. Notably, 11 Chinese sellers made the list, with jewelryfindingshop emerging as the highest-ranked at 13th place with 1.1 million sales and 92.2% positive feedback.
Analysis shows these successful Chinese sellers share key characteristics:
- Average tenure exceeding 10 years on eBay
- Multi-category product strategies emphasizing affordability
- Strong supply chain advantages enabling competitive pricing
The distribution confirms eBay's long-tail marketplace model, where established sellers generate disproportionate revenue despite numerous smaller merchants.
Platform Dynamics: Challenges and Opportunities
While some question eBay's ability to attract younger users, SimilarWeb data shows it maintains the second-highest global e-commerce traffic after Amazon. The platform demonstrates particular strength in:
- Auto parts and accessories
- Electronics
- Collectibles
- Home and garden products
- Fashion
Amazon's strategic pivot appears driven by multiple factors:
- Competitive pressure: Responding to Shopify's independent store growth
- User experience: Enhancing convenience for Prime members
- Revenue diversification: Expanding high-margin advertising business
Strategic Implications for Sellers
These developments suggest several key lessons for cross-border merchants:
- Diversify across multiple sales channels
- Invest in distinctive brand identity
- Optimize operations for platform-specific algorithms
- Explore underserved product categories and emerging markets
The combined effect of Amazon's ecosystem expansion and eBay's category specialization points toward a more open, collaborative future for global e-commerce—one requiring merchants to continually adapt their strategies for sustained success.