BigCommerce进军中国：能否在Shopify主导的市场中分一杯羹？
在全球跨境电商热潮中，独立站建站平台正成为品牌出海的重要基础设施。继Shopify之后，美国另一大独立站SaaS平台BigCommerce近期正式进军中国市场，试图在"中国品牌出海"的大潮中分得一杯羹。
In the global cross-border e-commerce boom, independent website building platforms have become critical infrastructure for brand globalization. Following Shopify, another major US independent website SaaS platform, BigCommerce, has recently officially entered the Chinese market, attempting to gain a share in the wave of "Chinese brand globalization".
BigCommerce成立于2009年，已服务超过6万家独立站卖家，并于2020年在纳斯达克上市。与Shopify收缩形成鲜明对比的是，BigCommerce近期开始激进布局中国市场，7月底上线了中文网站，并支持中国境内支付。
Founded in 2009, BigCommerce has served over 60,000 independent website sellers and went public on NASDAQ in 2020. In stark contrast to Shopify's contraction, BigCommerce has recently begun aggressively expanding into the Chinese market, launching a Chinese website at the end of July and supporting payments within China.
中国市场的挑战与机遇
Challenges and Opportunities in the Chinese Market
尽管BigCommerce来势汹汹，但中国市场的反应却相对平淡。深圳独立站卖家Eason表示："甚至不知道该平台是'国产'还是'进口'平台。"这反映出中国卖家对本土建站平台的偏好正在增强。
Despite BigCommerce's aggressive entry, the response from the Chinese market has been relatively muted. Shenzhen independent website seller Eason said: "I didn't even know whether this platform was 'domestic' or 'imported'." This reflects Chinese sellers' growing preference for local website building platforms.
有赞AllValue市场负责人饶曦指出："今年国内新增的新手卖家数量与往年相比有所下降。"这主要由于跨境电商环境整体偏"体寒"，以及PayPal封号、Facebook广告受限等问题困扰着独立站卖家。
Youzan AllValue marketing director Rao Xi pointed out: "The number of new sellers entering the domestic market this year has decreased compared to previous years." This is mainly due to the overall "chill" in the cross-border e-commerce environment, as well as issues like PayPal account suspensions and Facebook advertising restrictions troubling independent website sellers.
与Shopify的竞争分析
Competitive Analysis with Shopify
从流量数据来看，BigCommerce与Shopify差距明显：
From traffic data, the gap between BigCommerce and Shopify is evident:
- BigCommerce 8月访问量：610万（跳出率63.09%）
- Shopify 8月访问量：5770万（跳出率55.73%）
- BigCommerce August traffic: 6.1 million (bounce rate 63.09%)
- Shopify August traffic: 57.7 million (bounce rate 55.73%)
在定价策略上，两者十分接近，但功能各有侧重：
In terms of pricing strategy, the two are very similar, but with different functional focuses:
| 版本 | BigCommerce | Shopify | Version | BigCommerce | Shopify |
|---|---|---|---|---|---|
| 基础版 | 29.95美元/月 | 29美元/月 | Basic | $29.95/month | $29/month |
| 中级版 | 79.95美元/月 | 79美元/月 | Mid-tier | $79.95/month | $79/month |
移动端体验是BigCommerce需要改进的关键领域。多位用户反馈其手机应用功能有限，许多操作仍需依赖电脑端完成。相比之下，Shopify的移动体验更为完善。
Mobile experience is a key area BigCommerce needs to improve. Several users reported limited functionality in its mobile app, with many operations still requiring completion on desktop. In contrast, Shopify offers a more complete mobile experience.
尽管面临挑战，BigCommerce进军中国对中国独立站卖家来说仍是好消息。更多选择意味着更激烈的竞争，最终将推动建站平台提供更好的服务和更具竞争力的价格。
Despite the challenges, BigCommerce's entry into China remains good news for Chinese independent website sellers. More choices mean fiercer competition, which will ultimately drive website building platforms to provide better services and more competitive prices.
