Research on Business Model Innovation of Cross-border E-commerce

In recent years, China has been the world's largest cross border commerce on the internet exporter. This model has not only promoted the transformation of the "going global" paradigm of small and medium-sized enterprises from to branding but also reconstructed the traditional global value chain through "disintermediation". Innovation at every stage of business success has profoundly changed global trade rules. This paper systematically examines the evolution of China's cross border commerce on the internet business model over the past 30 years, taking regulatory policies, supply chain changes, and technological innovation as key dimensions. The study employs a systematic literature review to categorize Chinese and English literature and policy texts from 1994 to 2024, and constructs a "policy-technology-market" (PTM) theoretical framework. The study finds that: Regulatory policies have shaped China's unique innovation path through the "pilot-diffusion" mechanism, and the compliance transformation has increased the profit margin of leading enterprises by 8%-12%; The application of Artificial Intelligence (AI) and blockchain technology has shown a "leverage effect", and enterprises with a technology investment of more than 5% have enjoyed continuous innovation dividends. This study aims to summarize the development pattern of the overall ecosystem of cross border commerce on the internet, study the innovative context of its business model, explore the mutual shaping between it and consumers, and believe that its development has its internal logic.