As cross-border e-commerce competition evolves beyond price wars into a comprehensive test of supply chain efficiency, compliance, and global operational capabilities, Chinese sellers face increasing challenges to stand out in global markets. The Amazon Global Selling Cross-Border Summit, held from December 4-7, 2025 at the Hangzhou International Expo Center, addressed these challenges under the theme "Advancing Excellence, Innovation, and Globalization."
Amazon's "Next Generation Global Selling" Strategy
Industry experts have hailed this summit as the most technologically significant and strategically clear event in the past decade. Amazon unveiled its "Next Generation Global Selling" strategy, signaling a new era where sellers can "go global immediately upon listing." This initiative represents Amazon's commitment to integrating global resources and optimizing every aspect of cross-border e-commerce.
The company announced four strategic priorities for 2026:
- AI-driven product innovation
- Market expansion into new territories
- Intelligent supply chain transformation
- Localized support for cross-border growth
Amazon revealed over 40 specific innovations across logistics, operations, and marketing to support these strategies. Notably, the company plans to establish its first Global Warehousing and Distribution (GWD) center in Shenzhen, scheduled to open fully to Chinese sellers by March 2026. This facility will significantly reduce delivery times and operational costs for Chinese merchants.
Logistics Solutions for Global Expansion
Among the summit participants, logistics provider Bauson Santong attracted significant attention with its compliance-focused solutions. The company showcased end-to-end logistics services and one-stop overseas warehousing solutions designed to address common cross-border shipping challenges.
Since its founding in 2003, Bauson Santong has developed a global network covering major ports, airports, and warehouses across 180 countries, particularly in European and North American markets. This infrastructure enables flexible inventory management and efficient shipping for e-commerce sellers.
The company participated in Amazon's SPN Service Provider Conference during the summit to align its services with the platform's latest policies and operational strategies.
Navigating Cross-Border Challenges
The summit highlighted the industry's 2026 focus on "intelligent operations and global coordination" while providing sellers an opportunity to reassess their supply chain capabilities. As cross-border regulations tighten and logistics networks evolve, balancing technological innovation with compliance remains a critical challenge.
Sellers must adapt to increasingly stringent international e-commerce regulations while optimizing logistics to maintain competitiveness. Looking ahead, logistics providers like Bauson Santong plan to enhance compliance capabilities, expand global networks, improve service quality, and adopt new technologies to support sellers' global expansion.