Cross-border E-commerce: The Process of China's E-Commerce from Entering the Other Market to Mature
Research Article
Open Access
CC BY

Cross-border E-commerce: The Process of China's E-Commerce from Entering the Other Market to Mature

Xinlu Yuan 1*
1 High School Affiliated in Shandong Normal University
*Corresponding author: 445574478@qq.com
Published on 9 September 2025
Journal Cover
AEMPS Vol.213
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-351-2
ISBN (Online): 978-1-80590-352-9
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Abstract

This literature review focuses on how Chinese e-commerce develops and successfully occurs in overseas markets, significantly benefiting the country's economy and public. This can only be achieved with effective marketing strategies in the digital marketplace. Importantly, to gain a deeper understanding of the impact of the development of cross-border e-commerce, this paper also analyses in detail several models/patterns of specific operations, including the characteristics of the models and the way they are managed, and also deals with their rationale and steps. By evaluating the performance of the models in actual operation, strengths, and potential improvement points can be identified, giving a template for other cross-border e-commerce companies. The rapid development of cross-border e-commerce has made global trade flexible and enabled companies to access international markets. This study also contributes to the existing literature by comprehensively analyzing the key factors affecting the success of cross-border e-commerce. It suggests directions for future research, particularly exploring the role of emerging technologies in further optimizing the model as well as the operations of cross-border e-commerce.

Keywords:

Cross-border, China’s e-commerce, Case study, Temu, Platform

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Yuan,X. (2025). Cross-border E-commerce: The Process of China's E-Commerce from Entering the Other Market to Mature. Advances in Economics, Management and Political Sciences,213,93-102.

References

[1]. Hang HT, Adjouro T. The effects of cross-border e-commerce on international trade and economic growth: A case of China. International Journal of Economics and Finance, 2021, 13(12): 82-89.

[2]. Valarezo Á, Pérez-Amaral T, Garín-Muñoz T, Herguera García I, López R. Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 2018, 42(6): 464-473.

[3]. Wang C, Liu T, Zhu Y, Wang H, Wang X, Zhao S. The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 2023, 9(11).

[4]. Kawa A, Zdrenka W. Conception of the integrator in cross-border e-commerce. LogForum, 2016, 12(1).

[5]. Dongwei S. Cross-border e-commerce helps SMEs reach global markets. International Trade Forum; 2016: International Trade Centre; 2016. p. 16.

[6]. Goldman SP, van Herk H, Verhagen T, Weltevreden JW. Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International small business journal, 2021, 39(4): 350-371.

[7]. Yang Y, Chen N, Chen H. The digital platform, enterprise digital transformation, and enterprise performance of cross-border e-commerce—from the perspective of digital transformation and data elements. Journal of Theoretical and Applied Electronic Commerce Research, 2023, 18(2): 777-794.

[8]. Liu X, Dou Z, Yang W. Research on influencing factors of cross border E-commerce supply chain resilience based on integrated fuzzy DEMATEL-ISM. IEEE Access, 2021, 9: 36140-36153.

[9]. Kuan Z, Pakhnenko OM. Research on China's cross-border e-commerce based on the background of digital technology. 2022.

[10]. Zhou F, Liu Y. Blockchain-enabled cross-border e-commerce supply chain management: A bibliometric systematic review. Sustainability, 2022, 14(23): 15918.

[11]. Elia S, Giuffrida M, Mariani MM, Bresciani S. Resources and digital export: An RBV perspective on the role of digital technologies and capabilities in cross-border e-commerce. Journal of Business Research, 2021, 132: 158-169.

[12]. Fan M, Tang Z, Qalati SA, Tajeddini K, Mao Q, Bux A. Cross-Border e-commerce brand internationalization: An online review evaluation based on Kano model. Sustainability, 2022, 14(20): 13127.

[13]. Hazarika BB, Mousavi R. Review of cross-border e-commerce and directions for future research. Journal of Global Information Management (JGIM), 2021, 30(2): 1-18.

[14]. Xue W, Li D, Pei Y. The Development and Current of Cross-border E-commerce. 2016.

[15]. Nyagadza B. Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 2022, 13(3): 407-425.

[16]. Peter MK, Dalla Vecchia M. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, 2021: 251-265.

[17]. Wu Q. The Rise of Temu. China Business (a Beijing newspaper) 2024.

[18]. Chen L. A full guide to operating Temu in 2024. 2024.

[19]. Qiao S. The development history of cross-border e-commerce Temu. 2024.

References

[1]. Hang HT, Adjouro T. The effects of cross-border e-commerce on international trade and economic growth: A case of China. International Journal of Economics and Finance, 2021, 13(12): 82-89.

[2]. Valarezo Á, Pérez-Amaral T, Garín-Muñoz T, Herguera García I, López R. Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 2018, 42(6): 464-473.

[3]. Wang C, Liu T, Zhu Y, Wang H, Wang X, Zhao S. The influence of consumer perception on purchase intention: Evidence from cross-border E-commerce platforms. Heliyon, 2023, 9(11).

[4]. Kawa A, Zdrenka W. Conception of the integrator in cross-border e-commerce. LogForum, 2016, 12(1).

[5]. Dongwei S. Cross-border e-commerce helps SMEs reach global markets. International Trade Forum; 2016: International Trade Centre; 2016. p. 16.

[6]. Goldman SP, van Herk H, Verhagen T, Weltevreden JW. Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International small business journal, 2021, 39(4): 350-371.

[7]. Yang Y, Chen N, Chen H. The digital platform, enterprise digital transformation, and enterprise performance of cross-border e-commerce—from the perspective of digital transformation and data elements. Journal of Theoretical and Applied Electronic Commerce Research, 2023, 18(2): 777-794.

[8]. Liu X, Dou Z, Yang W. Research on influencing factors of cross border E-commerce supply chain resilience based on integrated fuzzy DEMATEL-ISM. IEEE Access, 2021, 9: 36140-36153.

[9]. Kuan Z, Pakhnenko OM. Research on China's cross-border e-commerce based on the background of digital technology. 2022.

[10]. Zhou F, Liu Y. Blockchain-enabled cross-border e-commerce supply chain management: A bibliometric systematic review. Sustainability, 2022, 14(23): 15918.

[11]. Elia S, Giuffrida M, Mariani MM, Bresciani S. Resources and digital export: An RBV perspective on the role of digital technologies and capabilities in cross-border e-commerce. Journal of Business Research, 2021, 132: 158-169.

[12]. Fan M, Tang Z, Qalati SA, Tajeddini K, Mao Q, Bux A. Cross-Border e-commerce brand internationalization: An online review evaluation based on Kano model. Sustainability, 2022, 14(20): 13127.

[13]. Hazarika BB, Mousavi R. Review of cross-border e-commerce and directions for future research. Journal of Global Information Management (JGIM), 2021, 30(2): 1-18.

[14]. Xue W, Li D, Pei Y. The Development and Current of Cross-border E-commerce. 2016.

[15]. Nyagadza B. Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 2022, 13(3): 407-425.

[16]. Peter MK, Dalla Vecchia M. The digital marketing toolkit: a literature review for the identification of digital marketing channels and platforms. New trends in business information systems and technology: Digital innovation and digital business transformation, 2021: 251-265.

[17]. Wu Q. The Rise of Temu. China Business (a Beijing newspaper) 2024.

[18]. Chen L. A full guide to operating Temu in 2024. 2024.

[19]. Qiao S. The development history of cross-border e-commerce Temu. 2024.

Cite this article

Yuan,X. (2025). Cross-border E-commerce: The Process of China's E-Commerce from Entering the Other Market to Mature. Advances in Economics, Management and Political Sciences,213,93-102.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 4th International Conference on Financial Technology and Business Analysis

ISBN: 978-1-80590-351-2(Print) / 978-1-80590-352-9(Online)
Editor: Lukáš Vartiak
Conference website: https://2025.icftba.org/
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.213
ISSN: 2754-1169(Print) / 2754-1177(Online)

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