This document is the "2024 Cross-border E-commerce Insights White Paper" jointly released by Oulu and PingPong, with the main contents as follows:
1. Report Description
- Introduces data collection and analysis methods, including collecting data from Amazon US and TikTok US, and conducting comprehensive analysis combined with market information.
2. Amazon Market Trend Analysis
- Market Overview: China is the largest supplier country for Amazon. In 2023, Chinese cross-border sellers achieved dual improvements in both quality and quantity on the Amazon platform.
- Category Growth Dynamics: In the first half of 2024, overall sales growth on Amazon US slowed down, with varying growth across different categories. Prime Day was the largest promotional event in Amazon's history, during which some stores and products performed exceptionally well.
- In-depth Analysis of Popular Categories: Taking smart robots as an example, the US site is the largest consumer market, and the market size and search popularity differ across various sites.
- Future Trend Forecast: Amazon US market sales are expected to rise in 2024, with key future development directions including environmental protection and sustainable consumption, the popularization of artificial intelligence, virtual reality and augmented reality technologies, and the rise of emerging markets.
3. Evolution and Innovation of Shelf E-commerce
- Definition and Model: Shelf e-commerce centers on product display, where consumers purchase goods by searching or browsing categories.
- Time Trend Analysis: Reviews the popular trends of 2024, including the development of Chinese sellers, sales of products in different price ranges, market share of new and old products, and return rates. It also forecasts trends for 2025, such as the growing demand for home and lifestyle products.
- Regional Market Analysis: Analyzes the characteristics of the US, UK, and German markets, including population, internet penetration rate, and consumer characteristics.
4. The Rise and Impact of Content E-commerce
- Definition and Model: Content e-commerce is consumer-centric, stimulating user consumption needs through content and achieving sales conversion.
- Integration of Content and Sales: TikTok is a representative platform of content e-commerce. In the first half of 2024, its global in-app purchases increased year-on-year, with the US being the core market for its commercialization. TikTok Shop US saw continuous sales growth across various categories in the first half of the year, with different categories exhibiting unique sales characteristics.
- TikTok Shop Growth Strategies: Includes a four-step strategy of scientific product selection, choosing influencers, connecting with influencers, and creating viral content.
- Viral Video Sales Approach: Through case studies, the structure and expression techniques of viral video scripts are analyzed, such as cases of phone cases, electric lunch boxes, and pedal fitness equipment.
5. Opportunities in Cross-border E-commerce
- Growth Potential: The global cross-border e-commerce market will continue to grow in 2024, with Chinese sellers as important participants. Mainstream platforms such as Amazon and eBay are highly competitive, and the rise of social e-commerce and emerging markets brings more opportunities.
- Oulu's Solution for Chinese Brands Going Global: Introduces Oulu, PingPong's cross-border business intelligence platform, which possesses a large amount of data and can provide customers with cross-platform product selection, operations, and influencer marketing solutions.
6. Summary and Recommendations
- Summarizes relevant trends of the Amazon market and TikTok platform, such as the slowdown in overall growth on the US site but the stable position of Chinese sellers, Prime Day sales performance, and TikTok's traffic dividend period.
- Offers suggestions for foreign trade professionals transitioning to content e-commerce, such as focusing on product selection and influencer cooperation.
By analyzing data from platforms such as Amazon and TikTok, the report provides market trends, product selection strategies, and other references for cross-border e-commerce sellers, manufacturers, and market analysts.
