亚马逊VS独立站：哪个更适合跨境电商？成本与流量深度分析
谷歌竞价推广成本高吗？
Is Google Ads expensive?
最先选择的Google Ads推广确实成本较高，特别是对于竞争激烈的关键词。但随着广告优化和精准定位，ROI可以显著提升。
Google Ads can be costly, especially for competitive keywords. However, with proper optimization and targeting, ROI can be significantly improved.
亚马逊和独立站的核心区别
Key Differences Between Amazon and Independent Stores
亚马逊就像现成的购物中心，自带高确定性流量和成熟的支付系统。而独立站更像是自己建造的专卖店，需要从零开始吸引客户。
Amazon is like a ready-made shopping mall with built-in traffic and payment systems. Independent stores are more like building your own boutique from scratch.
流量获取难度对比
Traffic Acquisition Comparison
亚马逊站内流量转化率通常能达到15-25%，而独立站平均转化率仅为1-3%。独立站需要精通Facebook、Google、TikTok等多平台引流策略。
Amazon's conversion rate is typically 15-25%, while independent stores average only 1-3%. Independent stores require expertise in multi-platform traffic acquisition.
运营成本分析
Operating Cost Analysis
亚马逊收取15%佣金+仓储费，独立站需要支付建站、支付通道和引流费用。新手建议从亚马逊开始，月销5万美元后再考虑独立站。
Amazon charges 15% commission + storage fees. Independent stores need to pay for website, payment processing and traffic. Beginners should start with Amazon.
2022年新趋势
2022 New Trends
亚马逊2.0时代更注重合规运营和品牌建设。独立站则迎来Shopify+社交媒体带货的新机遇，但需要更强的资金和运营能力。
Amazon 2.0 emphasizes compliance and branding. Independent stores face new opportunities with Shopify+social commerce, but require stronger capabilities.
给卖家的建议
Recommendations for Sellers
1. 新手优先选择亚马逊积累经验
2. 建立稳定供应链后再拓展独立站
3. 独立站前期准备至少3-6个月运营资金
1. Beginners should start with Amazon
2. Expand to independent stores after establishing stable supply chain
3. Prepare 3-6 months operating capital for independent stores
