In 2024, cross-border e-commerce faces a reshaped global traffic landscape. Platforms like Amazon, TikTok Shop, and Shein compete on the same stage, while brands increasingly focus on standalone websites to consolidate private domain traffic. For sellers in this competitive traffic market, the key challenge is standing out and driving growth in a saturated market.
In November, China’s Double 11 shopping festival is reaching its climax. As Double 11 gains recognition as a global shopping event, Chinese cross-border e-commerce sellers are turning their attention to the upcoming global Black Friday and Cyber Monday promotions. Major e-commerce platforms have varying timelines for their Black Friday campaigns. Amazon recently announced that its highly anticipated Black Friday sales for 2024 will officially begin on November 29, with Cyber Monday slated for December 2.
This year, the traffic dynamics behind Black Friday and Cyber Monday are changing. Emerging platforms like Temu, TikTok Shop, and Shein are poised to claim significant traffic shares, while offline retail giants like Walmart and Best Buy are also entering the fray. For Chinese cross-border sellers, seizing the peak sales opportunities of Black Friday and Cyber Monday has become a top priority for Q4 2024.
In terms of platform choices, major cross-border sellers are leaning towards independent site operations for greater control over their traffic. Meanwhile, small- and medium-sized sellers are continuing to compete for traffic on established e-commerce platforms and content-based social media. So, how should cross-border e-commerce adapt to these new conditions and effectively manage traffic for a successful Black Friday campaign in 2024?
From Early Growth to Transformation: Three Phases of Chinese Companies Going Global
Before answering this question, EqualOcean reflects on past waves of Chinese companies going global, summarizing the characteristics of different stages in their international expansion.
The Age of Diversified Traffic Channels
In the era of globalization 3.0, the North American market remains the preferred destination for cross-border companies, offering high e-commerce penetration and stable consumption patterns. However, the global market landscape is evolving, with emerging markets such as Latin America, the Middle East, Africa, and Southeast Asia presenting robust growth opportunities.
Between 2019 and 2023, e-commerce in regions such as Latin America, the Middle East, Africa, and Southeast Asia experienced a compound annual growth rate exceeding 27%. These regions not only demonstrate strong demand but also host rapidly developing local e-commerce platforms, such as Lazada and Shopee in Southeast Asia, Wadi in the Middle East, and MercadoLibre in Latin America. Additionally, Alibaba’s global platform, Alibaba International Station, has been actively expanding in these regions, providing diverse channels and collaboration opportunities for Chinese companies to enter international markets. Through these markets, businesses can penetrate niche and vertical sectors, meet localized consumer demands, and drive comprehensive e-commerce development. This trend not only signifies a more diverse e-commerce ecosystem but also supports domestic brands in achieving differentiated global competition.or domestic brands to achieve differentiated competition globally.
The shift in the global traffic landscape necessitates changes in acquisition strategies. Traditional reliance on “closed-loop traffic” models, where all advertising, user redirection, and conversions occur within a single platform (e.g., Amazon, Shein, Temu, TikTok), is no longer sufficient due to increasingly fragmented user behavior and media diversification. Emerging Trends in Traffic Acquisition:
Utilization of Walled Garden Platforms like Google and Meta: Platforms such as Google and Facebook offer isolated but substantial traffic channels. By contrast, the "Open Internet" includes vertical sites, news apps, smart TVs, and outdoor advertising, offering more open and diversified traffic opportunities.
Social Media Traffic: Social platforms like Instagram, Facebook, and Twitter serve as critical traffic channels. Their large user bases and interactive features enable brands to engage audiences directly and enhance conversions.
Programmatic Advertising through DSPs (Demand-Side Platforms): These platforms optimize ad placements across multiple channels using real-time data, enabling businesses to reach fragmented audiences more effectively.
Capturing Target Customers: Insights from Southeast Asia
In the past, cross-border e-commerce relied on broad, untargeted growth strategies. However, as traffic platforms proliferate and competition intensifies, the question arises: Is this environment still suitable for new sellers? And how can experienced players maintain their first-mover advantage to continue reaping the benefits? To answer these questions, EqualOcean interviewed Moca Media, a brand service agency specializing in the Thai market.
To meet the diverse needs of cross-border merchants, Moca Media offers a range of customized solutions. The company has collaborated with several leading agencies to develop innovative social media marketing strategies on TikTok, earning widespread client recognition. As one of TikTok's core service providers in Southeast Asia—particularly in Thailand—Moca Media's influence continues to expand across the region.
Moca Media operates a diversified business ecosystem, including a dedicated digital marketing company that delivers precise advertising solutions across various platforms. Based on years of localized experience, Moca Media emphasizes that each channel—whether short-video platforms like TikTok, social media like Facebook and Instagram, or third-party news platforms—has a unique user demographic. This requires e-commerce sellers to employ precision traffic management, targeting different customer groups across platforms. Moca provides tailored solutions for businesses at various stages of development, whether business-to-consumer (B2C) or business-to-business (B2B), offering flexible strategies to meet diverse needs.
When analyzing markets, cross-border e-commerce sellers must consider each country's unique characteristics. While Southeast Asia is often viewed as a single market, differences between countries are significant. For example: Indonesia: High entry barriers often necessitate setting up local factories. Philippines: Logistics costs are a critical factor due to the country's archipelagic geography. Malaysia: Cultural and religious diversity adds complexity to market strategies. Among these countries, Moca Media identifies Thailand as a key focus area.
In Thailand, fast-moving consumer goods (FMCG) such as smart home devices, beauty products, and health supplements show significant growth potential. Consumers prioritize price and cost-effectiveness but also consider brand recognition and market trends, which can help reduce price sensitivity.
Precision traffic management is vital for successful global expansion. By combining data analysis with platform-specific features, e-commerce sellers can optimize every step of traffic acquisition. Advances in technology and big data enable businesses to implement differentiated strategies for various user groups, increasing advertising accuracy and boosting conversion rates. However, many sellers still struggle to stand out amidst the vast flow of information and to deliver products effectively to their target audiences. Advertising is no longer merely about exposure; it requires a deep integration of user behavior and platform characteristics to achieve higher conversion rates.
As TikTok's leading service provider in Thailand, Moca Creative Media continues to leverage its professional expertise and localized insights to help brands break through traffic bottlenecks and achieve business growth, paving the way for a brighter future.
Experienced Players Focus on Independent Sites to Enhance Autonomy
Capturing target customers requires not only precision traffic management but also leveraging the power of private traffic platforms. EqualOcean previously reported on the gardening brand Greenworks (格力博), which suffered significant risks and sales declines due to over-reliance on third-party platforms like Amazon and Lowe’s. Recognizing these risks, an increasing number of cross-border sellers are building independent sites.
The Advantages of Independent Sites
Establishing an independent site allows businesses to fully control their brand ownership and create a unique brand image and user experience. Companies can design websites with consistent, professional branding to enhance consumer recognition and trust. Independent sites also provide complete control over user data, such as browsing behavior and purchasing habits. By analyzing this data, businesses can implement personalized marketing strategies, optimize products and services, and better meet customer needs.
Moreover, independent sites facilitate direct customer interactions, promoting real-time communication and engagement. Features like social media integration, review systems, and customer support help improve user loyalty and repeat purchase rates, fostering sustainable growth. By reducing dependence on third-party platforms, businesses gain more autonomy and can avoid uncertainties caused by policy changes on these platforms.
Leveraging Private Traffic for Competitive Advantage
Compared to traditional public traffic platforms, private traffic platforms offer businesses an opportunity to build closer relationships with users. This direct connection not only improves user retention rates but also significantly reduces advertising costs. By utilizing precise user profiling and personalized content delivery, companies can better meet customer needs and strengthen brand loyalty. Furthermore, private traffic platforms allow businesses to independently manage data, optimizing marketing strategies and achieving sustained growth. In today’s competitive market, harnessing the power of private traffic is key to enhancing a business’s competitive edge.
Conclusion and Outlook: Toward a Future of Precision Operations
As global expansion progresses, cross-border e-commerce sellers face unprecedented challenges and opportunities. Success requires a deep understanding of target markets and continuous innovation in advertising techniques. Traditional strategies that rely solely on financial investment are no longer sufficient. Effective advertising depends on a seller's ability to gain deep insights into diverse markets and target audiences precisely.
By integrating traffic across multiple platforms, strengthening private traffic operations, and optimizing advertising technologies, cross-border sellers can gain a competitive advantage and improve advertising accuracy and conversion rates. Moving toward the "Going Global 2.0" phase, cross-border sellers must focus on differentiated market needs and cultural adaptation.
Advertising success hinges on understanding the diversity of global markets, user behavior, and cultural contexts. Chinese brands often overemphasize "going global," equating internationalization with success, but this mindset can limit market expansion. Regardless of location, the key to brand success lies in meeting local consumer needs and offering value propositions tailored to specific markets.
Cross-border sellers must move beyond the narrow framework of "going global" and focus on adapting to local market preferences and cultural differences. By crafting flexible marketing strategies and advertising plans, brands can gain a competitive edge and enhance their long-term influence in global markets. This requires leveraging advanced data analysis and smart technologies, combining insights from multiple platforms to create targeted advertising campaigns. Sellers need to utilize platform-provided data to conduct user profiling, uncover potential customer behaviors and needs, and further optimize advertising effectiveness.
In summary, cross-border e-commerce success is not just about financial investment but a competition in localization depth and innovation. Sellers must continuously adjust and optimize advertising strategies from a global perspective, breaking traditional "going global" constraints, and combining market demand, technological innovation, and user experience to achieve success in international markets.