品质高价格公道的SEO海外推广：Shopify如何通过谷歌竞价推广与推特结盟抢占电商市场
品质高价格公道的SEO海外推广：Shopify如何通过谷歌竞价推广与推特结盟抢占电商市场
High-Quality Affordable SEO Overseas Promotion: How Shopify Competes in E-commerce Through Google Ads and Twitter Alliance
跨境电商格局正在发生重大变化。尽管有关卖家逃离亚马逊的消息不绝于耳，但亚马逊中国卖家的市场份额仍在近半年内从近五成降至约四成。与此同时，沃尔玛、速卖通等平台纷纷出台一系列优惠政策吸引卖家入驻，迎来了大量卖家的增长。
The cross-border e-commerce landscape is undergoing significant changes. Despite constant news about sellers leaving Amazon, Chinese sellers' market share on Amazon has dropped from nearly 50% to about 40% in the past six months. Meanwhile, platforms like Walmart and AliExpress have introduced a series of preferential policies to attract sellers, leading to substantial growth in seller numbers.
继与TikTok、沃尔玛、京东等国际巨头合作后，独立站建站平台Shopify又将目光瞄准了谷歌、推特，并推出了多项新工具，试图再次向卖家抛出橄榄枝。
Following collaborations with international giants like TikTok, Walmart, and JD.com, the independent website builder platform Shopify has now set its sights on Google and Twitter, launching multiple new tools in an effort to attract sellers once again.
Shopify推出100+新工具，布局多领域
Shopify Launches 100+ New Tools, Expanding into Multiple Sectors
日前，Shopify宣布推出100多种产品工具，并统一命名为Shopify Editions，涵盖B2B、NFT、社交电商以及实体零售、本地购物等多个领域。Shopify表示，今后将以每年两次的频率推出新产品，以迎接“电商的下一个时代”。
Recently, Shopify announced the launch of over 100 new product tools, collectively named Shopify Editions, covering various sectors including B2B, NFTs, social commerce, physical retail, and local shopping. Shopify stated that it will introduce new products twice a year to usher in "the next era of e-commerce."
Shopify新版本的部分新功能如下：
Some of the new features in Shopify's latest version include:
- B2B功能：Shopify Plus商家可以在同一平台上无缝地向其他企业销售产品，并与ERP提供商合作集成数据。
- B2B Features: Shopify Plus merchants can seamlessly sell to other businesses on the same platform and integrate data with ERP providers.
- NFT支持：商家可以通过NFT加深与社区和忠实粉丝的联系，提供独家产品访问权。
- NFT Support: Merchants can use NFTs to strengthen community and fan engagement, offering exclusive product access.
- 推特销售渠道：Shopify成为首个与推特合作的电商平台，商家可免费使用推特的购物功能。
- Twitter Sales Channel: Shopify is the first e-commerce platform to partner with Twitter, allowing merchants to use Twitter's shopping features for free.
- 实体零售整合：Shopify与Stripe合作推出iPhone Tap to Pay功能，降低线下零售门槛。
- Physical Retail Integration: Shopify partnered with Stripe to launch iPhone Tap to Pay, lowering barriers to offline retail.
为什么Shopify要推出这么多新功能？
Why Is Shopify Launching So Many New Features?
Shopify创始人兼首席执行官Tobi Lütke表示：“我们致力于解决商家当前面临的复杂挑战，并为他们设想全新的业务发展方式。借助Shopify版本，我们将分享在商业领域的重大赌注和最新创新，以便有足够雄心的创业者能够以前所未有的速度开启并扩大业务规模。”
Shopify founder and CEO Tobi Lütke stated, "We are committed to solving the complex challenges merchants face today and envisioning new ways for their businesses to grow. With Shopify Editions, we will share our major bets and latest innovations in commerce, enabling ambitious entrepreneurs to start and scale their businesses at unprecedented speeds."
各大平台如何争夺卖家？
How Are Major Platforms Competing for Sellers?
随着卖家分流，亚马逊成为最大受害者。据Marketplace Pulse数据，中国卖家在亚马逊的占比从2020年底的48%下降到今年5月的42%。与此同时，沃尔玛、速卖通等平台通过提升物流能力和优惠政策吸引卖家。
As sellers diversify, Amazon has become the biggest victim. According to Marketplace Pulse, Chinese sellers' share on Amazon dropped from 48% at the end of 2020 to 42% in May this year. Meanwhile, platforms like Walmart and AliExpress are attracting sellers by improving logistics and offering incentives.
Shopify也采取了应对措施，包括与TikTok、京东结盟，收购物流公司Deliverr等。但随着疫情红利消退，Shopify营收增速大幅回落，今年股价暴跌75%。如今，Shopify将增长机会锁定在新开发的业务上，与同行的竞争将更加激烈。
Shopify has also taken countermeasures, including alliances with TikTok and JD.com, and acquiring logistics company Deliverr. However, as pandemic-driven growth fades, Shopify's revenue growth has slowed significantly, with its stock price plummeting 75% this year. Now, Shopify is focusing on newly developed businesses, intensifying competition with peers.
