全球关税影响下跨境电商表现与趋势展望：2025PrimeDay趋势报告-Flywheel

Group 1: Macro Environment - The cross-border e-commerce industry faces both opportunities and challenges, with external policy tightening and rising operational costs being significant challenges [1][19][28] - Despite challenges, the market size is expected to continue expanding, with global retail e-commerce sales projected to approach $8 trillion by 2028 [1][30] - Key growth drivers include digital transformation, internet penetration, and diversified product demand [1] Group 2: 2025 Prime Day Review - The 2025 Prime Day event was the largest ever, extending to four days, with U.S. online spending reaching $24.1 billion, a year-on-year increase of 30.3% [2][46] - Over 80% of Prime members participated, with a significant preference for essential household items and high-value products [2][46] - The event highlighted a shift in consumer behavior, with mobile sales contributing 53.2% of total sales [2][46] Group 3: Insights and Strategies - The extended event period diluted sales impact, leading to an 18.8% decrease in advertising ROI, which pressured merchant profit margins [2] - Brands are advised to enhance pre-event exposure and optimize advertising strategies to improve conversion rates [2][3] - Emerging markets present significant growth potential, allowing companies to diversify and mitigate tariff risks [2][3] Group 4: Successful Case Studies - High-ticket new products can effectively target high-value consumers through a combination of AMC and DSP advertising strategies [3] - Companies are encouraged to improve internal efficiency and explore new platforms for comprehensive marketing opportunities [3]