DOI: 10.57237/j.wjmst.2026.01.002 ISSN: 2996-1467

Analysis of China's B2C Cross-border Trade from the Supply Chain Perspective

Wenran Zhao
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With the rapid expansion of cross-border e-commerce, the global trade landscape is undergoing profound restructuring, and traditional trade models are being continuously redefined. Supply chain management has become a core driver for the globalization and high-quality development of China’s B2C cross-border e-commerce. From a supply chain perspective, this paper systematically analyzes the current development status and key challenges of China’s B2C cross-border trade, covering uneven logistics infrastructure, cross-border regulatory discrepancies, global market uncertainties, and insufficient application of intelligent technologies. It further explores enterprise competitive strategies in global competition, including digital transformation, overseas warehouse deployment, and localized supply chain optimization for small-language markets such as Latin America and Southeast Asia. This study proposes innovative paths for supply chain upgrading by integrating AI, big data, and blockchain to improve operational agility, transparency and stability. In addition, it puts forward targeted policy recommendations to enhance supply chain efficiency, resilience and risk resistance. The findings provide valuable theoretical support and practical references for Chinese B2C cross-border e-commerce enterprises to achieve sustainable development and enhance long-term global competitiveness.

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