跨境电商新战场：TikTok与快手海外版电商化路径深度解析
图片来源：图虫创意
2021年跨境电商行业经历大洗牌。亚马逊封号潮席卷大卖账号，海外流量成本上涨，品牌独立站和TikTok等新兴平台成为商家新宠。TikTok以7.459亿次下载量超越Facebook（6.249亿次），成为全球下载量最高的App。
The cross-border e-commerce industry underwent a major reshuffle in 2021. Amazon's account suspension wave swept through major sellers, overseas traffic costs rose, and emerging platforms like brand independent sites and TikTok became new favorites for merchants. With 745.9 million downloads, TikTok surpassed Facebook (624.9 million) to become the most downloaded app globally.
一、TikTok电商化布局
1. TikTok's E-commerce Expansion
TikTok Shop已在英国、印尼等地区运营一年，TikTok Storefront也积极开展与独立站的流量合作。印尼市场表现亮眼，去年双11期间京东通过当地MCN机构在TikTok实现约500万美元销售额。
TikTok Shop has been operating in the UK, Indonesia and other regions for a year, while TikTok Storefront actively collaborates with independent sites for traffic. The Indonesian market performed exceptionally, with JD.com achieving approximately $5 million in sales during last year's Double 11 through local MCN agencies on TikTok.
但英国市场仍面临挑战：
• 用户需浏览20-30个娱乐视频才会看到1个商品视频
• 算法匹配精准度不足
• 客单价普遍低于20英镑
However, the UK market still faces challenges:
• Users need to browse 20-30 entertainment videos before seeing 1 product video
• Algorithm matching accuracy is insufficient
• Average order value generally below £20
二、字节跳动的电商基建
2. ByteDance's E-commerce Infrastructure
2021年字节跳动加速布局跨境电商：
• 入股斯达领科、帕拓逊等亚马逊大卖
• 成立两家物流子公司
• 投资纵腾集团等物流科技公司
• 2020年已获得支付牌照
In 2021, ByteDance accelerated its cross-border e-commerce layout:
• Invested in Amazon top sellers like Star Leader and Patuoxun
• Established two logistics subsidiaries
• Invested in logistics technology companies like Zongteng Group
• Obtained payment license in 2020
三、快手海外的困境
3. Challenges Facing Kwai Overseas
快手出海5年主要面临：
• 用户增长依赖"烧钱"模式
• 美国市场Zynn应用下架
• 主战场巴西面临60%高进口税
• 内容生态薄弱，版权问题突出
Kwai's five-year overseas expansion faces:
• User growth relies on "cash-burning" model
• Zynn app removed in US market
• Main market Brazil faces 60% import tax
• Weak content ecosystem with copyright issues
行业观点：社交媒体电商化的成功关键在于能否改变用户消费习惯，建立完整的商业闭环。目前TikTok领先但尚未形成不可替代性，快手则仍在寻找差异化定位。
Industry Insight: The success of social media e-commerce depends on changing user consumption habits and establishing complete business loops. Currently TikTok leads but hasn't formed irreplaceability, while Kwai is still seeking differentiated positioning.
