Business Models and Marketing Strategies in Cross-border E-commerce in the Age of Artificial Intelligence

DOI

10.2991/978-94-6239-801-6_105How to use a DOI?

Keywords

Cross-border E-commerce; Artificial Intelligence; Business Model; Marketing Strategy; Digital Economy

Abstract

Digital economy development and breakthrough in artificial intelligence have introduced radical shifts to the cross-border e-commerce. The current paper will discuss the ways in which the cross-border e-commerce industry is transforming its business models and marketing strategies due to the introduction of AI technologies. It investigates the literature and case study to analyze the role of the AI in optimizing supply chain operations through intelligent product selection, the activities of digitalizing the platform models to greater variety, and enhancing digital services such as AI customer service and VR/AR shopping experiences. It further discusses how the marketing strategies are changing including AI-generated portraits of users, dynamic pricing, automated content creation, and intelligent attribution modeling. Moreover, this paper suggests some strategic proposals to develop in the future, with special emphasis on the development of mature algorithm systems, changes in product-based operation to brand-based one, and the introduction of blockchain technology to detect the traceability of commodities or proactive reaction to the supervision of data security and privacy. The research results show that AI is not only a technical tool but also a core driving force for innovation, efficiency improvement and personalized development in cross-border e-commerce. It urges enterprises to adopt comprehensive, intelligent and ethically standardized development strategies to achieve sustainable growth in the global market.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hanfei Cao
PY  - 2026
DA  - 2026/10/23
TI  - Business Models and Marketing Strategies in Cross-border E-commerce in the Age of Artificial Intelligence
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1009
EP  - 1018
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_105
DO  - 10.2991/978-94-6239-801-6_105
ID  - Cao2026
ER  -