Cross-border E-commerce Platform Complete Guide: Established Giants, Emerging Potential Stocks, Independent Sites and Niche Markets
Created on 08.25
1. Established mainstream platforms (stable traffic pool)
1. Amazon
The world's largest cross-border e-commerce platform, suitable for sellers with supply chain advantages who can withstand strict regulations. Huge traffic, but the rules are also the most complex, with the highest compliance requirements. Suitable for standardized products and brand operation.
Amazon
2. eBay
A relatively old platform that started with auctions, it now has a stable group of buyers. There are not such strict limitations on categories, making it suitable for second-hand goods, auto parts, and collectibles.
eBay
3. Walmart Marketplace
The domestic traffic in the United States is large, and the threshold is slightly lower than Amazon, but it requires support from local companies/warehousing. In the past two years, it has grown rapidly and is considered a good supplementary channel.
Walmart Marketplace
2. Emerging Growth Platforms (Potential Stocks)
1. Shopee / Lazada
Southeast Asia's traffic giants, low entry barriers, logistics and payment are relatively friendly, suitable for sellers starting with a lightweight approach. Shopee has a lower average order value, while Lazada has a medium to high average order value.
Shopee
Lazada
2. Allegro (Poland)
The first e-commerce platform in Central and Eastern Europe, with deep localization, suitable for sellers who want to enter Europe but do not want to directly compete with Amazon.
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3. Mercado Libre (Latin America)
The first platform in Latin America, growing rapidly, with logistics and payments relying on the official system. Language is a barrier (Spanish/Portuguese), but the competition is not as intense as in Europe and the United States.
Mercado Libre
3. Cross-border independent sites & social e-commerce
1. Shopify / Independent Site
Completely independent, suitable for sellers who want to build a brand. Traffic relies on self-advertising (Google, Facebook, TikTok). Large profit margins, but requires extremely high marketing skills.
Shopify
2. TikTok Shop
The current trend, especially in the US and Southeast Asian markets. Suitable for categories with medium to low price points and strong visual impact (beauty products, clothing, small appliances, health products are all suitable). The approach is "short videos + influencers + live streaming sales."
3. Temu / Shein
Considered a "platform-based independent site," traffic is booming, but the model is primarily based on low prices + platform control of goods, suitable for players with large sources of goods who accept low profits.
Temu
Shein
IV. Segmented Vertical Platforms
Etsy: A paradise for handmade, crafts, cultural creations, and personalized products.
Etsy
Wayfair: A specialized platform for furniture and home goods, with many users in North America.
Wayfair
OTTO (Germany): A well-established brand in Europe, suitable for home and clothing.
OTTO
Zalando: Fashion apparel and footwear, positioned similarly to the European version of Tmall.
Zalando
Want to go big and comprehensive: First choice Amazon.
Want to pursue differentiation: Consider eBay, Etsy, Allegro, Mercado Libre.
Want to build a brand: Create an independent site + TikTok Shop, combined with social advertising.
Want to quickly test the waters: Shopee, Lazada, Temu.
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