Core Insights - The cross-border e-commerce industry is entering a dual transformation period characterized by "rule reconstruction and value upgrading" by 2025, with a shift from scale expansion to quality and efficiency [1] Market Overview - The global e-commerce market is steadily growing, with sales expected to reach $6.419 trillion by 2025, accounting for 20.5% of total retail sales, and projected to increase to $7.89 trillion by 2028 [1] - Regional markets show differentiated characteristics, with North America and Europe remaining core markets, while emerging markets in Southeast Asia, the Middle East, and Latin America are becoming the main growth drivers with double-digit growth rates [1] China Cross-Border E-Commerce - China's cross-border e-commerce demonstrates strong resilience, with total import and export value reaching 1.37 trillion yuan in the first half of the year, a year-on-year increase of 10.3%. However, growth slowed in the second half due to U.S. policy impacts, with low-value goods exports to the U.S. declining by 51% and exports to Europe increasing by 47% [1] Key Industry Changes - Ten key changes are reshaping the development landscape, including multi-polar market layouts, semi-managed localization, deepening AI applications, increased compliance thresholds, and social content becoming a primary arena [1] - The market is accelerating "de-Americanization," with 81% of U.S. sellers planning to expand into other markets, with Europe as the preferred choice [1] Platform Competition - Platform competition has shifted from "one strong player and many strong competitors" to "multi-dimensional mixed battles," with Amazon consolidating its position through low-price strategies and compliance upgrades, while Temu, SHEIN, and TikTok Shop are advancing managed model iterations and localization [1] Consumer Trends - The global online shopping user base has reached 2.77 billion, with 90% shopping via smartphones. The primary motivation for cross-border shopping is low prices (51%), while core barriers include fraud concerns (52%) and delivery times (46%) [2] - Social e-commerce is on the rise, with 70% of consumers shopping on social platforms, and Gen Z favoring channels like TikTok and Instagram. AI shopping tools, such as virtual try-ons and smart guides, have over 70% acceptance [2] Policy Developments - The domestic cross-border e-commerce pilot zones have expanded to 178, with zero-tariff products in Hainan Free Trade Port being increased. Multiple countries are adjusting tariff policies, with the U.S. raising tax rates on China and the EU and UK removing the small package tax exemption, significantly increasing compliance costs [2] Seller Ecosystem - The seller ecosystem is characterized by "total volume contraction and head growth," with Amazon China sellers accounting for over 50%. However, performance differentiation is evident, with over 70% of sellers experiencing revenue declines. Full-chain operations and brand-building capabilities are becoming key competitive factors [2] Future Directions - The "cross-border e-commerce + industrial belt" model, channel diversification, and localized operations will continue to drive industry development. AI empowerment and social content marketing are becoming core competitive advantages, while compliance and value deepening are critical directions for companies to break through [2]