Cross-border e-commerce platforms are products based on the Internet. Among all Internet platforms, whether they are portal platforms or online shopping platforms, they need to establish a kind of stickiness with visitors so that visitors can visit the platform repeatedly and many times. Generally speaking, these platforms will maintain the activity of visitors by establishing mailing lists, website search engine optimization (SEO), and using social networks to establish communities.
1. Portal
The original meaning of portal refers to the main door and the entrance and exit of a house. Later, it was extended to factions, sects, families, and people. It is now mostly used for Internet portals. It refers to a Web site that integrates diversified content services, also known as a network portal. It is now generally believed that the network portal is the starting point for online browsers. People enter the Internet world through this door. The portal can also be regarded as the “starting port” and the first stop for surfing the Internet.
2. Mailing list
The mailing list appeared almost at the same time as e-mail. It has a very long history and was widely used as early as the early days of Arpanet (the predecessor of the Internet) in the 1970s. It is somewhat similar to Usenet newsgroups. The difference between it and Usenet newsgroups is that newsgroups use a special NNTP (Network News Transfer Protocol). As long as the user’s computer has a “news reader” program that supports the NNTP protocol, the user can read the classified messages provided by the news server at any time through the Internet. Users do not need to apply in advance to participate, and do not need to declare withdrawal when they are not interested. The mailing list is completely based on the information of the email system. The sending and receiving methods are the same as ordinary emails, and there are dedicated people to manage the mailing list.
Similarly, cross-border e-commerce platforms are similar or even the same as these platforms in some aspects. Therefore, the methods adopted by these platforms can also be adopted in cross-border e-commerce platforms, or the same method can be implemented in a different mode. In cross-border e-commerce platforms, what buyers and sellers need is to reach a transaction in the platform, which is also one of the goals that cross-border e-commerce platforms want to achieve. Because the customers in cross-border e-commerce platforms are merchants, it is obviously not feasible to completely copy the methods of establishing and improving customer stickiness in other platforms, because neither buyers nor sellers are willing to easily cause trouble to each other. Therefore, in the cross-border e-commerce platform, the mailing list has been changed into a business development letter; the website search engine optimization has been transformed into the ranking in the cross-border e-commerce platform; the establishment of social network communities has become a complete customer file system, which manages and maintains customer information by category, and periodically updates and activates customers and customer files.