Analysis of Strategies for the Development of Cross Border E-commerce, Taking Amazon as an Example

Abstract

Business platforms have now become an indispensable tool in people's lives. Amazon, a household name in e-commerce, has achieved success in markets all over the world, except in China. This paper finds that the main reasons for Amazon China's failure are the intense competition from local e-commerce giants and the cultural and consumer behavioural differences between Chinese and foreign consumers. For Amazon China, Alibaba, Pinduoduo are very challenging competitors. The cultural differences between Chinese and foreign consumers are reflected in the fact that Chinese consumers find it difficult to accept the e-commerce platform's fee-based and slow delivery service, and are unable to use Alipay and WeChat as payment tools. Moreover, the user pages of the Amazon shopping software do not match the aesthetics of Chinese consumers. In addition, the paper makes recommendations on how cross-border e-commerce business in China can be improved and adapted to the Chinese market to address these factors.