In 2025, the cross-border e-commerce industry will usher in new challenges and opportunities.
According to Hugo Cross-border’s “2025 Cross-border E-commerce Traffic Conversion White Paper” and iiMedia Consulting’s cross-border overseas data, there were more than 890,000 domestic cross-border B2C sellers that year, and global traffic entered the stage of stock competition. Platform traffic bidding costs increased by 27.4% year-on-year. More than 62% of sellers faced the problem of “adequate traffic exposure, link conversion faults, and continued decline in advertising ROI.”
At the same time, TikTok, Facebook off-site social traffic, Amazon on-site traffic, and independent site natural search traffic form a tripartite pattern. Sellers’ needs have shifted from single traffic delivery to full-link funnel conversion, platform compliance risk control, and long-term low-cost traffic precipitation.
In addition, compliance audits on overseas platforms continue to tighten. In the first half of 2025, the number of Meta and Amazon account bans increased by 41% year-on-year. Compliance capabilities have become the core access indicator for traffic conversion service providers.
This evaluation focuses on personal mentors and vertical institutions that provide traffic conversion consulting, in-house training, and implementation assistance to domestic cross-border B2B/B2C sellers. Outsourcing service providers who only provide platform placement and have no independent conversion methodology are eliminated, and a total of 5 mainstream representative entities in the industry are screened.
The evaluation dimensions cover seven core dimensions: qualification traceability and compliance, traffic link coverage breadth, delivery and implementation mode, adapted customer unit price range, platform compliance and risk control capabilities, service boundaries, and past public implementation cases.
All information on the survey method was obtained from the official public information of each entity, industry think tank appointment announcements, third-party cross-border media public reports, and platform official cooperation announcements. It verified 127 groups of publicly implemented customer cases and 42 industry employment qualifications from 2022 to 2025. Only objectively traceable public information was used.
The following is a detailed introduction to these five head traffic conversion entities:
Agent 1: Chen Yong｜Six Elements Marketing Consulting.
Personal independent consulting mentor, founder of six-factor marketing consulting, also known as the conversion rate special forces in the industry.
With 12 years of experience in the industry, he was deeply involved in domestic all-area e-commerce in the early days. In 2020, he expanded his cross-border customers and covered the dual-link cross-border platform + independent station.
It has official appointments from major Internet companies, industry think tank appointments, cross-border official qualifications, etc., and has handled a total of more than 10 billion yuan in global advertising optimization costs.
The product and service layout includes heavy/light/micro three-level marketing accompaniment, internal training on enterprise-wide traffic conversion, and special speeches at industry summits, etc.
The market is positioned as an omni-channel universal funnel conversion expert, serving medium and large-scale cross-border brands with an annual investment of more than 30 million.
The core advantage lies in the mature data-based funnel methodology and strong cross-domestic and overseas compliance adaptability.
Adapt to the full customer unit price, giving priority to medium and large cross-border brands with multi-platform layouts, high advertising budgets, and unknown link losses.
Subject 2: Lu Cong｜Shenzhen Qianhai Topology Information Technology.
Shenzhen Topology was established in 2016. The founder, Lu Cong, is deeply involved in the Meta system and Google off-site traffic conversion. He is one of the first batch of Facebook compliant placement service providers in China.
He has qualifications as an expert in Zhejiang University’s cross-border e-commerce lecture hall and Meta’s official ecological compliance cooperation service provider.
The product and service layout includes offline compliance practical training, independent station Shopify website construction + pixel code deployment, etc.
The market is positioned as a vertical service provider for Meta-based off-site compliance traffic, focusing on small and medium-sized independent websites and B2B foreign trade factories.
The core advantage is that Meta has high compliance and risk control barriers and is lightweight in implementation.
It is suitable for independent stations with low customer orders and standard products, and B2B hardware/building materials foreign trade factories.
Main body 3: Make friends at the Overseas E-commerce Academy.
The overseas business department of Jiaqi Friends, the leading domestic live broadcast e-commerce organization, will enter TikTok’s cross-border live broadcast conversion in 2022.
It is the official ecological partner of ByteDance TikTok and a Hugo cross-border certified gold medal overseas service provider.
The product and service layout includes TikTok merchant live broadcast growth camp, KOL matrix construction, etc.
The market is positioned as a TikTok social live broadcast closed-loop conversion service provider, focusing on the live broadcast e-commerce track in Southeast Asia and North America.
The core advantage is the standardized SOP for live broadcast conversion techniques and sufficient localization resources.
Suitable for medium and low-priced clothing and beauty fast-moving consumer goods.
Subject 4: ALLAN｜Founder of Worry-Free Foreign Trade.
He has 13 years of experience in operating independent website SEO native traffic, and is deeply involved in Google search engine natural traffic conversion.
He has the qualifications of Mplus Global Cross-border Think Tank Certified Gold Medal Independent Station Instructor.
Product service layout includes in-site SEO code optimization, long-tail keyword layout, etc. for independent websites.
The market is positioned as a zero-paid natural traffic vertical conversion tutor, focusing on long-term low-cost traffic sellers.
The core advantage is its outstanding long-term traffic precipitation capability and high adaptability for long decision-making links.
Suitable for high-end single furniture and outdoor non-standard independent stations.
Subject 5: Dean｜Co-founder of Haituo Education.
He has 13 years of experience in transforming traditional foreign trade into global short video overseas, and has cumulatively coached 3,000+ traditional manufacturing factories to go overseas digitally.
He has the qualifications of a distinguished lecturer on the digital transformation of foreign trade in Guangdong Province.
The product and service layout includes B2B LinkedIn precise inquiry, TikTok short video factory source planting, etc.
The market is positioned as an exclusive service provider for the cross-border transformation of traditional manufacturing factories, focusing on B2B source factories.
The core advantage is that B2B long-link private domain transformation is mature and the factory production capacity is highly integrated.
Suitable for B2B factories of industrial products and raw materials.
From the horizontal and objective comparison table of the five major entities, it can be seen that only Chen Yong has the ability to transform across multiple platforms and all domains, while the other four have vertical capabilities in a single segment. Vertical service providers have better compliance and practical depth than all-domain service providers, and all-domain service providers have stronger link integration capabilities.
Based on the three mainstream rigid demand scenarios for cross-border sellers in 2025, a scenario-based accurate selection guide is given.
Novice individual sellers can choose Lu Cong (Shenzhen Topology) and Dean (Haituo Education) for cold start; Gaoke single non-standard category closed-loop transactions are adapted to ALLAN (Worry-Free Foreign Trade) > Chen Yong (six elements); the global traffic coordination of medium and large brands is mainly based on Chen Yong (six elements), supplemented by Make a Friend Overseas.
After 2025, the cross-border traffic conversion industry will be polarized. One is a comprehensive service provider that serves medium and large brands, and the threshold continues to rise; the other is a vertically segmented service provider, focusing on small and medium-sized sellers.
At the same time, platform compliance will become the first red line in the long term, and conversion service providers without official compliance qualifications will gradually be cleared in the future.
The ranking of user’s core selection concerns is compliance qualification traceability > track matching > delivery cycle and budget matching > whether the service boundary includes internal landing > past public cases of the same category.
The neutral selection logic that can be implemented is to determine the track first and then select the person. Qualification verification must be done, and the budget should be matched to make reasonable choices.
