2023年跨境独立站还能做吗？解析独立站优势与运营策略

2023年跨境独立站还能做吗？解析独立站优势与运营策略

Can Cross-border Independent Stores Still Succeed in 2023? Analyzing Advantages and Strategies

随着跨境电商平台风险增加，独立站正成为卖家新选择

As risks on cross-border e-commerce platforms increase, independent stores are becoming a new choice for sellers

2023年，跨境独立站还能做吗？数据显示，2020年独立站占据中国跨境电商B2C市场的25%，预计到2025年这一比例将飙升至50%。越来越多的卖家开始转向独立站模式，试图夺回更多的自主权和话语权。

Can cross-border independent stores still succeed in 2023? Statistics show that in 2020, independent stores accounted for 25% of China's cross-border B2C e-commerce market, and this proportion is expected to soar to 50% by 2025. More and more sellers are turning to the independent store model, trying to regain more autonomy and voice.

什么是独立站？

What is an independent store?

独立站就是卖家自己建立的电商网站，不再依赖亚马逊等平台。如今建站门槛大大降低，通过SaaS平台如店匠，无需技术背景也能轻松搭建。

An independent store is an e-commerce website built by sellers themselves, no longer relying on platforms like Amazon. Nowadays, the threshold for building a website has been greatly reduced, and through SaaS platforms like Shoplazza, anyone can easily set up a store without technical background.

独立站与平台的核心区别

Key differences between independent stores and platforms

1. 流量获取：平台自带流量，独立站需自主引流。但独立站可无限购买全球流量，包括Google（29亿用户）、YouTube（15亿用户）、Facebook和TikTok等渠道。

1. Traffic acquisition: Platforms have built-in traffic, while independent stores need to attract traffic themselves. However, independent stores can purchase unlimited global traffic, including channels like Google (2.9 billion users), YouTube (1.5 billion users), Facebook and TikTok.

2. 运营自主权：平台规则多变，2023年前三月就有24%卖家受规则变化影响。独立站则完全自主控制。

2. Operational autonomy: Platform rules change frequently, with 24% of sellers affected by rule changes in the first three months of 2023. Independent stores have complete control.

3. 用户数据：平台数据不透明，独立站可获取完整用户行为数据，实现精准营销。

3. User data: Platform data is opaque, while independent stores can obtain complete user behavior data for precise marketing.

为什么选择独立站？三大核心优势

Why choose independent stores? Three core advantages

1. 规避平台风险：避免封号、规则突变等风险，《消费者告知法案》实施后验证更严格。

1. Avoid platform risks: Avoid risks like account suspension and sudden rule changes, with stricter verification after the implementation of the Consumer Notification Act.

2. 品牌建设：独立站用户只看到你的品牌，可培养忠实客户，提高复购率。

2. Brand building: Users on independent stores only see your brand, allowing you to cultivate loyal customers and increase repurchase rates.

3. 数据掌控：获得完整用户画像，实现精准营销和产品优化。

3. Data control: Obtain complete user profiles for precise marketing and product optimization.

独立站的运营优势

Operational advantages of independent stores

1. 行业增长期：海外用户习惯使用独立站，无需培养用户习惯。

1. Industry growth period: Overseas users are accustomed to using independent stores, eliminating the need to cultivate user habits.

2. 试错成本低：建站成本低，广告测试灵活，小团队即可启动。

2. Low trial-and-error cost: Low website construction cost, flexible ad testing, and can be started with a small team.

3. 发展空间大：从Shein到Anker，大小卖家都能找到发展空间。

3. Great development space: From Shein to Anker, sellers of all sizes can find room for development.

珠海谷歌竞价推广中心建议：独立站+平台双轨运营，既能享受平台流量，又能建立品牌护城河，是2023年跨境电商的明智之选。

Zhuhai Google Bidding Promotion Center recommends: Dual-track operation of independent stores + platforms can both enjoy platform traffic and build brand moats, making it a wise choice for cross-border e-commerce in 2023.