Despite the global economic downturn, cross-border eCommerce has grown rapidly. Statista reports that the global market reached over $900 billion in 2023 and is expected to exceed $1.5 trillion by 2027. This growth is seen in sales, consumer behavior, and business model innovations. Cross-border eCommerce lets consumers buy quality products from different countries and opens new markets for businesses.

The meaning of cross-border eCommerce

Cross-border eCommerce refers to the online sale of goods or services between businesses and consumers located in different countries. It can take the form of business-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) transactions.

For example, Alibaba is a well-known B2B platform where businesses buy and sell products in bulk. Amazon represents a B2C model, where businesses sell directly to consumers worldwide. eBay, on the other hand, exemplifies the C2C model, allowing individual consumers to sell items to other consumers internationally.

The growth of cross-border eCommerce


In Asia, which hosts the largest retail eCommerce market. The region accounts for 50% of global eCommerce sales, with China leading as the top market with 280 million cross-border buyers​ (Capital One Shopping)​. The continuous development in this region is driven by high internet penetration, mobile commerce, and significant shopping festivals like Singles’ Day.


Europe has also seen substantial growth in its cross-border eCommerce market. In 2023, the region generated $529.2 billion in revenue, with expectations to reach $569.2 billion by 2025​ (Capital One Shopping)​. This growth is supported by high consumer confidence in online shopping and the increasing trend of purchasing from international sellers.

North America

North America, particularly the United States, has experienced strong cross-border eCommerce activity. In 2023, approximately 69.8 million U.S. consumers engaged in cross-border shopping, a figure that is expected to grow to 74.5 million by 2025​ (Capital One Shopping)​. The market benefits from advanced logistics, favorable trade policies, and high consumer demand for international products.

Overall, the continuous development of cross-border eCommerce is evident across all major regions, driven by technological advancements, improved logistics, and evolving consumer behaviors.

Cross-border eCommerce platforms

Established cross-border eCommerce platforms

  • Amazon: One of the largest global eCommerce platforms with a vast product range and robust logistics.
  • eBay: The world’s largest auction and shopping site for both new and second-hand goods.
  • Alibaba International: A large B2B platform helping small businesses expand internationally.
  • Etsy: A global platform specializing in handmade and unique products.
  • Wish: Targets young, cost-conscious consumers in Europe and the Americas.
  • AliExpress: Alibaba’s international platform, known as the “international Taobao”.

Emerging cross-border eCommerce platforms

  • Temu: Rapidly popular in the US since its 2022 launch by Pinduoduo.
  • TikTok Shop: A social commerce platform under TikTok, blending short videos with shopping.
  • Shopee: A leading eCommerce platform in Southeast Asia with diverse product categories.
  • Lazada: A major B2C platform in Southeast Asia with fast-growing popularity.
Search volume ranking by eCommerce platform in May 2024
Search volume ranking by eCommerce platform in May 2024

Cross-border eCommerce market opportunities

Our client, Leo, shared his story with us: He had never planned to start a business, but financial pressure forced him to take on part-time jobs. By chance, a friend suggested he try cross-border eCommerce. After learning some basics, he started selling water bottles and contacted us to source them from Yiwu. The cost price in Yiwu was $3.02, and he sold them for $19.49 on the platform. When he came back to us for more business, he told us that he now earns hundreds of thousands of dollars in net profit annually.

cross border ecommerce

From Leo’s example, we can see the following opportunities for cross-border eCommerce:

Low Entry Barriers: Starting a cross-border eCommerce business requires relatively low initial investment compared to traditional businesses.

High Profit Margins: Products sourced cheaply from places like Yiwu can be sold at a much higher price internationally, yielding significant profits.

Global Market Access: Allows sellers to reach a vast, global customer base, increasing sales potential beyond local markets.

Diverse Product Range: Sellers can offer a wide variety of products that cater to different regional demands and preferences.

Cross-border eCommerce challenges

Shipping Costs and Logistics: High shipping costs, long delivery times, and complicated logistics can deter customers from purchasing and affect the overall shopping experience.

Customs and Regulations: Navigating different countries’ import/export regulations, taxes, and customs procedures can be complex and time-consuming, leading to delays and additional costs.

Payment Processing: Handling multiple currencies and payment methods can be challenging, with potential issues such as fraud, currency conversion fees, and varying transaction security standards.

Customer Service: Providing effective customer support across different time zones and languages can be difficult, impacting customer satisfaction and retention.

Final thoughts

We are Jingsourcing, a leading sourcing company focused on helping businesses find suitable Chinese suppliers, ensuring competitive prices, and overseeing the entire production process. Over the past 10 years, we’ve served over 4,000 businesses, with 70% engaged in cross-border eCommerce, and we’ve helped many small businesses succeed. Our partner factories are audited to secure competitive pricing, and we conduct thorough QC to ensure you receive reliable products. Let us be your trusted sourcing partner.

Start with JingSourcing to import from China. 

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