Research on Enterprise Development Issues and Future Response Strategies of Cross border E-commerce Platforms Based on SWOT Analysis Method: Taking eBay as an Example

With the rapid development of Internet technology, e-commerce platforms have been widely used worldwide. As a world-famous online auction and shopping platform, eBay once occupied a very high market share as the originator of e-commerce and is one of the largest consumer Internet and online service companies in the world by market value. Now facing an increasingly complex and changing market environment, eBay's competitiveness and market share have been continuously declining in recent years, and measures are urgently needed to adjust the current situation. This article adopts the SWOT analysis method to deeply analyze the current situation of the eBay platform, aiming to identify its existing problems and propose corresponding response strategies. The research results indicate that eBay faces problems of slow user growth and churn, mainly reflected in poor user experience and relatively high user attractiveness from competitors; There are also issues with frequent fraud and false disputes, as well as security and regulatory risks. Faced with these issues, eBay needs to optimize search classification and product descriptions, reduce platform costs, strengthen platform management and supervision, and provide high-quality customer service. This study is of great significance for enhancing the competitiveness of eBay platform and promoting the sustainable development of cross-border e-commerce, with the aim of providing reference for eBay and similar e-commerce platforms to cope with the increasingly fierce market competition.