In recent years, cross-border e-commerce has emerged as a new driver for China’s foreign trade growth. Data from the General Administration of Customs shows that in the first three quarters of 2024, China’s cross-border e-commerce imports and exports reached 1.88 trillion yuan, a year-on-year increase of 11.5%, outpacing the overall growth rate of China’s foreign trade by 6.2 percentage points. Exports accounted for 1.48 trillion yuan, growing by 15.2%.
Going global has become a must for many Chinese sellers. To tap into global markets and find certainty amid uncertainty, choosing a professional cross-border e-commerce platform is crucial. On December 9, the 2024 Amazon Global Selling Cross-border Summit themed High-Quality Globalization, Innovating the Future opened in Nanjing. At the summit, Amazon Global Selling announced over 30 new initiatives under its 2025 business strategy, focusing on three key areas: innovation support, opportunity expansion, and local empowerment.
Strategic Focus: Why Innovation, Expansion, and Localization?
When formulating its strategic priorities, Amazon Global Selling considers how to help sellers achieve their goals. Cindy Tai, Vice President of Amazon and Executive Director of Amazon Global Selling Asia Pacific, explained: We have consistent goals, such as local services and high-quality globalization, but this year, we’re emphasizing deeper product innovation. Different customers have varying demands in terms of price and delivery speed, so sellers should invest more in product and brand innovation.
Supply Chain Intelligence: A Game-Changer for Chinese Sellers
Supply chain management is critical for cross-border e-commerce, directly impacting costs, inventory health, and delivery efficiency. Supply chain expenses account for 15%-20% of operational costs, second only to product costs. However, cross-border supply chains face challenges like delays, complex customs procedures, and high costs.
At the 2024 summit, Amazon officially launched its Supply Chain Intelligence Service for Chinese sellers, an end-to-end solution to simplify supply chain management, optimize inventory, and speed up deliveries. We listened to sellers’ feedback and developed this service so they can focus on product innovation and customer insights, said Peng Jiaqi, Vice President of Amazon China and Head of Amazon Global Selling Asia Pacific Product & Seller Education.
AI-Powered Tools: Boosting Efficiency and Creativity
Many Amazon sellers are small and medium-sized enterprises (SMEs) managing complex tasks like inventory, sales forecasting, and branding. To help them save time, Amazon introduced generative AI tools, including:
Amazon Brand Name Generator: Helps sellers create memorable brand names for the U.S. market.
Project Amelia: A personalized AI assistant for each seller.
AI-Enhanced Product Pages: Automatically generates compelling brand stories and optimizes listings.
Unmet Demand Insights (2025 launch): Identifies blue ocean opportunities for high-quality product selection.
Expanding Global Footprint: New Markets, New Opportunities
At the summit, Amazon announced the Ireland site would open to Chinese sellers in 2025, bringing the total number of global sites to 20. Regional insights were also shared:
Europe: Consumers prioritize value, quality, and sustainability (Saad Nek Akhtar, Amazon Logistics Germany).
Japan: Offers higher sales, lower costs, and proximity (Francisco Medina, Amazon Japan).
Middle East: UAE is a blue market, with Remote Fulfillment unlocking Saudi Arabia (Jasmin Frick, Amazon Middle East).
Australia: Fast-growing e-commerce, cultural alignment with the West, and low entry barriers (Amit Mahto, Amazon Australia/Singapore).
Conclusion: Embracing the Future
With Amazon’s support, Chinese sellers are not just exporting products but also building global brands. By leveraging innovation, smart supply chains, and AI tools, they can navigate the complexities of cross-border trade and seize the vast opportunities of the global market.
