With the advancement of the times and technology, people’s demand for mobility and information has risen rapidly, and mobile Internet has penetrated into all areas of people’s lives and work. Mobile e-commerce not only provides an electronic shopping environment, but also provides a new sales and information release channel. From the perspective of information flow, the business models of mobile e-commerce are divided into “push” business model, “pull” business model and “interactive” business model. The push business model is mainly used for public information release. The biggest feature of this model is that users can only receive passively and can only see what the operator sends, such as pushing current news, weather forecasts, stock quotes, traffic information, recruitment information and advertisements. The pull business model is mainly used to receive personal customized information. Users can customize their favorite services, but the disadvantage is that the customized services can only be limited services provided by the operator, such as pulling service bills, telephone number travel information, flight information, theater program arrangements, etc. The interactive mode can be used for mobile shopping, interactive games, securities trading, online auctions, mobile payments, etc.
Mobile cross-border e-commerce is cross-border e-commerce conducted using wireless terminals such as mobile phones, PDAs① and handheld computers. In recent years, mobile cross-border e-commerce has developed rapidly. For example, in 2017, AliExpress platform’s “Double 11” all-day transactions covered more than 230 countries and regions around the world, and wireless orders accounted for more than 62.3%. In 2017, Amazon had 42 million unique visitors per month on the computer side and 126 million unique visitors per month on the mobile side in the United States, and mobile traffic accounted for 75% of the total. The famous mobile cross-border e-commerce platform Wish only allows buyers to purchase through the mobile app, not through the computer side. It is foreseeable that more and more online shopping behaviors will shift from computers to mobile devices (especially smartphones and tablets). Mobile cross-border e-commerce has the following characteristics.
(1) Extensiveness. Mobile cross-border e-commerce can be carried out anytime and anywhere, ensuring real-time transmission of information, which is particularly important in today’s competitive cross-border e-commerce market.
(2) Convenience. In a wireless environment, buyers will feel great convenience when shopping across borders, and the faster they are.
With the development of technology, the size of the device is very small, but the functions are becoming more and more powerful, and the network connection speed is getting faster and faster. (3) Interactivity. The use of mobile devices has made cross-border transactions, communication and services more interactive, and the advantages of mobile devices are more obvious.
(4) Personalization. Since mobile devices have higher connectivity and location than desktop computers, sellers in cross-border e-commerce can better take the initiative and provide customized services to different customers. ① PDA (Personal Digital Assistant) means personal digital assistant. As the name suggests, it is a digital tool to assist personal work, mainly providing functions such as note taking, address book, business card exchange and itinerary arrangement.