镇江谷歌竞价推广账号关停、销量暴跌，独立站卖家的合规性还有救吗？
图片来源/Image Source: 图虫创意/Tuchong Creative
2021年，亚马逊的平台政策变动与行业动荡齐头并进。深圳拥有全国密集度最高的跨境电商卖家群体。一些受影响比较大的大卖们积极和平台沟通未果，只好通过为组织架构急速"瘦身"的方法来使企业存活下去。
In 2021, Amazon's platform policy changes coincided with industry turbulence. Shenzhen has the highest concentration of cross-border e-commerce sellers in China. Some major sellers severely affected by these changes had to rapidly "downsize" their organizational structures to survive after failed negotiations with the platform.
关店潮牵动着整个行业，卖家们积极拓展其他平台以分散风险，也有不少卖家开始布局独立站。
The wave of store closures has shaken the entire industry, prompting sellers to actively expand to other platforms to diversify risks, while many have begun establishing independent websites.
某圈内人谈到平台和独立站时提到："平台销售运营是标准化流水线操作，只要按部就班操作就不需要担心出单问题。独立站销售运营就像猎人在野外狩猎，首先要找到猎物出没的地方，再配合战术才有可能有收获，选择和努力同样重要。"
An industry insider commented on platforms versus independent sites: "Platform sales operations follow standardized procedures where orders come reliably with routine operations. Independent site operations are like hunting in the wild - you must first locate where the prey appears, then apply the right tactics for success. Both strategy and effort matter equally."
流量困境：从公域到私域的艰难转型
The Traffic Dilemma: The Difficult Transition from Public to Private Domains
"流量"是独立站运营的核心词。客户在哪里？如何进行第一次获客？如何让客户进行复购？如何沉淀私域流量从而减少对公域流量的依赖？这一系列问题无时无刻地向卖家们发起挑战。
"Traffic" is the core concept of independent site operations. Where are the customers? How to acquire them initially? How to encourage repeat purchases? How to build private domain traffic to reduce reliance on public domains? These questions constantly challenge sellers.
说起"流量"一词，大家一定会想到Facebook、Google。行业大部分商家处于对Facebook流量依赖的阶段，这也表明了私域流量还没有效形成。
When discussing "traffic," most immediately think of Facebook and Google. Most industry merchants remain dependent on Facebook traffic, indicating private domain traffic hasn't been effectively established.
据一名重度依赖Facebook流量的商家透露，去年Facebook政策调整前，他们的独立站月销量超过1000万美金，政策调整后，去年第四季度只剩下不到30万的月销售额。
A merchant heavily reliant on Facebook traffic revealed their independent site's monthly sales exceeded $10 million before Facebook's policy changes last year, but plummeted to under $300,000 monthly in Q4 after the adjustments.
支付与合规：独立站的生命线
Payments and Compliance: The Lifeline of Independent Sites
除了流量，支付也是独立站商家们最关心的环节之一。资金流对商家的业务起到决定作用。出货后，资金需要尽快回笼进行再次周转，这样才能产生更多利润。
Beyond traffic, payment processing is another critical concern for independent site merchants. Cash flow plays a decisive role in operations. After shipping, funds must be recovered quickly for reinvestment to generate more profits.
我们针对在行业超过5年的独立站商家做了调研，调研报告指出，对于支付服务商的选择，商家们通常有以下选择标准：
Our survey of independent site merchants with over 5 years in the industry revealed these key criteria when selecting payment service providers:
- 费率/Fee rates
- 支付成功率/Payment success rates
- 信用卡拒付率/Credit card chargeback rates
合规是资金安全的延伸。简单说，商家们和海外的消费者打交道，把产品销售到海外，自然就要遵守海外的规则。
Compliance is an extension of fund security. Simply put, when merchants deal with overseas consumers and sell products abroad, they must naturally comply with foreign regulations.
跨境电商野蛮发展的阶段将会过去，能够留下来的卖家将会对市场进行精细化深耕。"流量"的背后将会是商家们产品和服务升级的较量。
The era of wild growth in cross-border e-commerce will pass. Surviving sellers will need to cultivate markets meticulously. Behind "traffic" lies competition in product and service upgrades.
