As the countdown to Black Friday and Cyber Monday begins, cross-border e-commerce sellers are preparing for what may be their most complex holiday season yet. With major platforms including Amazon, Temu, TikTok Shop, and AliExpress implementing divergent promotional strategies for 2025, merchants must navigate shifting platform dynamics while optimizing multi-channel operations.
Platform Strategies in Flux
Despite recent sales declines on some platforms, consumer demand for discounts suggests potential revenue rebounds during the peak shopping period. However, platform approaches have undergone significant transformations:
- Amazon has extended its promotional period
- Temu continues its 51-day low-price strategy
- TikTok Shop emphasizes content-driven marketing
- AliExpress focuses on localized warehousing and rebate mechanisms
These divergent approaches create both challenges and opportunities for sellers operating across multiple marketplaces.
The Multi-Platform Challenge
The 2025 Black Friday season presents cross-border sellers with complex operational hurdles:
- Inventory allocation across competing platforms
- Precise cost control amid fluctuating advertising expenses
- Intensified competition for limited consumer attention
Effective multi-platform order management and overseas warehouse coordination have become critical success factors.
Advertising Optimization in a Shifting Landscape
Recent changes in platform advertising policies, including Google Shopping's suspension, have reduced on-site traffic while increasing customer acquisition costs. Advanced advertising management tools now offer:
- Precise budget controls
- Hourly performance analytics
- Multi-store integration capabilities
These features help sellers reduce CPC costs while improving return on advertising investment. Effective KOL account management has also emerged as a valuable strategy for maximizing Black Friday traffic.
From Price Wars to Experience Competition
The cross-border e-commerce sector is undergoing a fundamental shift from price-driven to experience-driven commerce. Sellers must now prioritize:
- Product quality assurance
- Responsive customer service
- Efficient logistics operations
Advanced order processing systems and optimized inventory management solutions enable sellers to enhance operational efficiency while delivering superior customer experiences.
As the 2025 Black Friday and Cyber Monday period approaches, cross-border sellers face not just a sales competition, but a comprehensive test of operational capabilities. Success will depend on strategic platform selection, optimized advertising expenditure, and seamless fulfillment operations.