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跨境电商独立站到底是什么？ | What Exactly is a Cross-border E-commerce Independent Website?
2022年，国家出台了一系列支持跨境电商发展的政策。此外，根据《2022年海外零售消费白皮书》，疫情期间通过App进行网购的全球消费者增加了43%，而全球38%的消费者由于网购体验好，改变了消费习惯，由线下门店购物转向线上网购，又给了跨境电商一波红利。
In 2022, China introduced a series of policies to support the development of cross-border e-commerce. Additionally, according to the "2022 Overseas Retail Consumption White Paper," the number of global consumers shopping online via apps increased by 43% during the pandemic. Moreover, 38% of global consumers changed their shopping habits from offline to online due to positive online shopping experiences, creating another wave of opportunities for cross-border e-commerce.
然而，2022年亚马逊、拼多多TEMU等多个跨境第三方平台上调服务费用，跨境商户在各平台的支出不断提高。数据显示，受生产、物流成本升高以及平台费用上涨的影响，55%的亚马逊商户利润同比下滑。
However, in 2022, multiple cross-border third-party platforms including Amazon and Pinduoduo's TEMU increased their service fees, leading to rising costs for cross-border merchants. Data shows that due to increased production, logistics costs, and platform fee hikes, 55% of Amazon merchants experienced a year-on-year decline in profits.
独立站是什么？ | What is an Independent Website?
独立站是指在电商领域中自己拥有独立的域名、空间、页面的网站，通过网站可以进行商品线上推广、销售、售后等一系列交易和服务，而非通过第三方网站拖拽或者自动生成的网站。
An independent website refers to a self-owned e-commerce site with its own domain name, hosting space, and web pages. It allows merchants to conduct online product promotion, sales, after-sales services, and other transactions independently, without relying on third-party platforms.
独立站VS第三方平台 | Independent Website vs. Third-party Platforms
定义：独立站是具有销售功能的官方网站，商户建立自己独立的网站商店进行运营销售。平台模式就是品牌入驻亚马逊、eBay、速卖通、Wish等第三方电商平台进行销售。
Definition: An independent website is an official sales platform where merchants operate their own online stores. The platform model involves selling through third-party e-commerce platforms like Amazon, eBay, AliExpress, and Wish.
引流方式：独立站商户需要自己掌握Facebook、Google、TikTok等核心引流技能。平台模式则依据平台算法排名、流量、客户体验及绩效管理而变化。
Traffic Acquisition: Independent website merchants need to master core traffic acquisition skills through platforms like Facebook, Google, and TikTok. The platform model relies on algorithm rankings, traffic, customer experience, and performance management.
独立站模式解析 | Analysis of Independent Website Models
独立站主要的运营模式分为Dropshipping、铺货、垂直品类、DTC四种：
The main operational models for independent websites include Dropshipping, Bulk Listing, Vertical Categories, and DTC:
- Dropshipping：无货源模式，适合个人创业者
- Dropshipping: No-inventory model, suitable for individual entrepreneurs
- 铺货模式：批量上传商品，通过广告投放获取订单
- Bulk Listing: Mass product uploads, acquiring orders through advertising
- 垂直品类：专注于特定细分市场
- Vertical Categories: Focus on specific niche markets
- DTC品牌模式：直接面向消费者，建立品牌
- DTC Brand Model: Direct-to-consumer approach for brand building
搭建独立站需要做哪些准备？ | What Preparations Are Needed to Build an Independent Website?
- 科学上网（约5-10美金/月）
- VPN access (Approx. $5-$10/month)
- 购买域名（约100人民币/年）
- Domain purchase (Approx. ¥100/year)
- 独立站建站（SaaS建站28美金/月起）
- Website construction (SaaS platforms starting at $28/month)
- 绑定支付（PayPal或信用卡）
- Payment integration (PayPal or credit cards)
- 店铺装修（部分SaaS提供免费模板）
- Store decoration (Some SaaS platforms offer free templates)
随着大量电商SaaS平台的出现，商户的建站技术在不断提升、建站成本在不断降低，用户体验在不断提升。在此背景下，跨境电商独立站将成为电商的一种长期发展趋势。
With the emergence of numerous e-commerce SaaS platforms, merchants' website-building skills are improving, costs are decreasing, and user experiences are enhancing. In this context, cross-border e-commerce independent websites will become a long-term development trend.
