What Are the Main Contents of Cross-border Import E-commerce in Foreign Trade?

What Are the Main Players in Cross-border Import E-commerce?

In recent years, with the growing demand for high-quality goods among domestic consumers, cross-border e-commerce has become an important channel to meet this demand. Among numerous platforms, various foreign trade cross-border import e-commerce platforms each have their own characteristics, providing consumers with rich choices. These platforms not only include some internationally renowned large enterprises but also many vertical platforms focusing on specific fields.

For example, Tmall International under Alibaba is one of the most influential cross-border import e-commerce platforms in the Chinese market today. As a comprehensive platform, Tmall International gathers high-quality brands from many countries and regions around the world, covering multiple categories such as food, beauty products, and maternal and infant products. Backed by Alibaba's strong supply chain management capabilities and logistics network, consumers can conveniently purchase overseas-sourced goods. According to relevant data, the transaction volume of Tmall International grew by about 15% in the first half of 2025, showing a strong growth momentum.

JD.com's JD Worldwide is another major player that cannot be ignored. JD Worldwide focuses on ensuring genuine products and fast delivery services, aiming to build a brand image that makes consumers feel safe shopping. The platform has also established strategic partnerships with several international well-known brands, optimizing logistics efficiency through the establishment of overseas warehouses to shorten the time from placing an order to receiving the goods. JD Worldwide also pays special attention to the fresh food sector, launching the Global Gourmet Plan to enable domestic consumers to taste fresh ingredients from all over the world at the earliest possible time.

Besides these two major comprehensive platforms, there are also some vertical cross-border e-commerce platforms focusing on specific niche markets that deserve attention. For instance, Xiaohongshu is a social e-commerce platform driven by user sharing of real usage experiences to attract target groups. This model not only enhances users' trust but also provides brands with precise marketing opportunities. Another example is Kaola, an import goods-focused e-commerce platform launched by NetEase. Leveraging NetEase's technical advantages accumulated over the years, Kaola can better control product quality and provide personalized recommendation services.

At the same time, to cope with competitive pressures, some traditional retail giants have also begun to enter the cross-border e-commerce field. For example, Sam's Club under Walmart has launched its online store, allowing consumers to buy overseas-supplied goods online. This approach not only continues Sam's, but also adapts to changes in modern consumption habits.

Overall, China's foreign trade cross-border import e-commerce industry currently shows a diversified development trend. Whether it is a comprehensive platform or a vertical platform, they are actively seeking differentiated competition strategies to strive for advantageous positions in the fierce market environment. In the future, with the advancement of technology and further upgrading of consumer needs, it is believed that these platforms will continue to innovate, offering users richer and higher quality shopping experiences.