Mainstream cross-border e-commerce in my country is mainly divided into business-to-business (B2B) model and business-to-customer (B2C) model. B2B refers to a business model in which enterprises exchange and transmit data and information and conduct trading activities through a dedicated network or the Internet. It closely integrates the enterprise’s intranet and the company’s goods and services with customers through B2B websites or mobile clients, and provides customers with better services through the rapid response of the network, thereby promoting the business development of the enterprise. Under the B2B model, enterprises use e-commerce to mainly publish advertisements and information, and the transaction and customs clearance processes are basically completed offline. B2B contains three elements, namely buying and selling, cooperation and service. Buying and selling refers to B2B websites or some mobile platforms providing customers with high-quality and low-priced goods to attract customers to buy, and at the same time encourage more merchants of related categories to settle in. Cooperation refers to the establishment of a cooperative relationship between enterprises and logistics companies to provide ultimate protection for customers’ purchasing behavior, which is also one of the hard conditions for customers to choose B2B platforms. Service refers to providing customers with purchasing services through logistics, thereby realizing another platform transaction.
Under the B2C model, Chinese companies directly face overseas customers, mainly selling personal consumer goods, and using cross-border logistics and other methods for logistics. This form of e-commerce is generally based on online retail, mainly relying on the Internet and independent online store system software to carry out online sales activities. It is also a new form of brand promotion for enterprises. The B2C model is the earliest e-commerce model in my country, and its representative platform is 8848 Online Mall.