Google留痕霸屏：为何跨境卖家应优先选择谷歌推广并智慧布局TikTok电商
在数字营销的竞技场上，实现“Google留痕霸屏”是建立品牌全球可见性与权威性的基石。这意味着通过搜索引擎优化（SEO）和谷歌广告（Google Ads），让品牌信息在用户搜索时占据显著且广泛的位置。对于跨境商家而言，谷歌推广提供了基于精准意图的流量、强大的品牌信任背书以及覆盖全球成熟消费者的网络，这是任何新兴平台在短期内难以比拟的稳定流量来源和品牌建设渠道。
While TikTok's rise is meteoric, achieving "Google dominance in search results" remains the cornerstone for building global brand visibility and authority. This involves using Search Engine Optimization (SEO) and Google Ads to ensure brand information occupies prominent and extensive positions when users search. For cross-border sellers, Google Ads delivers traffic based on precise user intent, carries strong brand trust, and reaches a global network of mature consumers. It represents a stable source of traffic and a channel for brand building that is difficult for any emerging platform to match in the short term.
与此同时，TikTok电商在美国市场正经历爆炸式增长。凭借庞大的用户流量和官方的强力支持，大量跨境商家涌入这一赛道。以美国市场为例，今年10月，TikTok Shop美国小店数量已达3万家，环比增长近70%。总销售额环比增长超40%，突破2亿美元，部分店铺月销售额甚至达到数百万美元级别。其用户基础在过去三年激增至1.5亿，接近美国人口的一半，日均使用时长超90分钟，展现出巨大的商业潜力和强劲势头。
Concurrently, TikTok e-commerce is experiencing explosive growth in the U.S. market. Leveraging its massive user traffic and strong official support, a flood of cross-border sellers are entering this arena. Taking the U.S. market as an example, in October this year, the number of TikTok Shop stores in the U.S. reached 30,000, a month-on-month increase of nearly 70%. Total sales grew by over 40% month-on-month, exceeding $200 million, with some stores even achieving monthly sales in the millions of dollars. Its user base has surged to 150 million over the past three years, nearly half of the U.S. population, with average daily usage exceeding 90 minutes, demonstrating immense commercial potential and powerful momentum.
新手卖家如何入驻美国TikTok Shop？目前，平台主要提供三种模式：本土店（由拥有美国本地身份和营业执照的主体开设）、跨境店以及全托管模式。其中，本土店因回款快、能充分享受平台营销活动与政策支持，成为许多中国品牌进军美国市场的热门选择。
How can new sellers enter the U.S. TikTok Shop? Currently, the platform primarily offers three models: Local Stores (opened by entities with U.S. local identity and business licenses), Cross-Border Stores, and Full-Turnkey Managed Stores. Among these, Local Stores have become a popular choice for many Chinese brands entering the U.S. market due to faster fund settlement and full access to platform marketing activities and policy support.
卖家必须警惕美国税务风险。跨境电商的蓬勃发展已引起美国税务部门的密切关注。美国税法体系（联邦、州、地方三级）极为复杂，与中国差异显著，给许多中国卖家带来巨大的合规挑战。
Sellers must be vigilant about U.S. tax risks. The booming cross-border e-commerce sector has drawn close attention from U.S. tax authorities. The U.S. tax system (federal, state, and local levels) is extremely complex and significantly different from China's, posing major compliance challenges for many Chinese sellers.
主要税负包括：
1. 企业所得税：若在美国注册公司，即被视为美国税收居民，需就全球收入缴纳联邦企业所得税（统一税率21%），并可能需缴纳州所得税。
2. 销售与使用税：美国没有增值税，但45个州及哥伦比亚特区征收销售税，税率通常在4%-9%之间。销售税针对零售有形动产及特定服务；使用税则作为补充，适用于从外州购买应税商品带回本州使用的情况。
Primary tax liabilities include:
1. Corporate Income Tax: If a company is registered in the U.S., it is considered a U.S. tax resident and must pay federal corporate income tax (flat rate of 21%) on its global income, and may also be liable for state income tax.
2. Sales and Use Tax: The U.S. has no Value-Added Tax (VAT), but 45 states and the District of Columbia impose sales tax, with rates typically between 4% and 9%. Sales tax applies to retail sales of tangible personal property and specific services; use tax serves as a complement, applying to taxable goods purchased from another state and brought back for in-state use.
此外，若雇佣员工需处理薪资税，拥有房产可能需缴纳房产税。因此，企业实际运营中主要需应对联邦与州的企业所得税以及州销售税。
Furthermore, hiring employees requires handling payroll taxes, and owning property may trigger property taxes. Therefore, in practice, businesses primarily need to manage federal and state corporate income taxes, as well as state sales tax.
智慧税务规划是业务合规发展的保障。TikTok以其庞大的用户群和商业闭环，为商家提供了从推广到交易的全流程。然而，许多卖家因急于抢占市场而准备不足，导致店铺被封。因此，提前规划公司的组织形式与注册地点至关重要——是在美国、中国注册，还是选择开曼群岛等免税离岸地，这将直接影响企业未来的税务负担与风险水平。
Strategic tax planning is essential for compliant business development. TikTok offers sellers a complete funnel from promotion to transaction, thanks to its vast user base and closed-loop commerce. However, many sellers, in their rush to capture market share, are inadequately prepared, leading to store suspensions. Therefore, planning the company's legal structure and registration location in advance is crucial—whether to register in the U.S., China, or a tax-free offshore jurisdiction like the Cayman Islands—as this will directly impact the company's future tax burden and risk profile.
结论：成功的跨境卖家应构建双轨策略。一方面，通过谷歌推广实现“Google留痕霸屏”，获取稳定、高意向的搜索流量，夯实品牌基础；另一方面，积极而审慎地布局如TikTok Shop等新兴流量红利平台，并从一开始就将税务合规作为核心战略之一，确保业务在激流勇进中行稳致远。
Conclusion: Successful cross-border sellers should adopt a dual-track strategy. On one hand, utilize Google Ads to achieve "dominance in Google search results," securing stable, high-intent search traffic and solidifying the brand foundation. On the other hand, actively yet prudently explore emerging platforms with traffic红利 like TikTok Shop, while making tax compliance a core strategic priority from the outset, ensuring the business navigates rapid growth with stability and foresight.
