According to news on June 16, during the 2026 China (Guangzhou) Cross-border E-commerce Fair, Amazon Global Store Asia-Pacific Innovation Center released the “2026 China Export Cross-Border E-commerce Development Trend White Paper”. This is the eighth consecutive year that this series of white papers has been released.
This year’s white paper takes “AI Reshaping the New Paradigm of Going Global” as its theme, and proposes that the structural opportunity of “AI driving the globalization of cross-border e-commerce” has arrived.
Amazon research shows that more than 98% of Chinese sellers surveyed have used AI tools when operating Amazon stores, and 16% of them have advanced from single-point AI tools to deploying AI workflows or agents.
“AI is rewriting the growth logic of cross-border e-commerce.” said Qiu Sheng, vice president of Amazon China and head of market and business development in the Asia-Pacific region of Amazon Global Stores.
AI not only improves sellers’ efficiency in product selection, content, marketing, compliance, customer service and other aspects, but also accelerates sellers’ move from single-country operations to global presence.
The white paper summarizes the five major application trends of AI in the cross-border e-commerce industry.
The first is operational automation, moving from single point tools to intelligent agent collaboration.
Take the cross-border beauty brand MelodySusie as an example. It has built a full-link advertising intelligent system, achieving over 90% operational automation and increasing its conversion rate by nearly 40%.
This fully demonstrates the huge potential of intelligent agent collaboration in improving operational efficiency.
The second is decision-making intelligence. AI turns empirical judgments into quantifiable scientific decisions.
In 2025, the monthly active users of Amazon Seller Assistant will exceed 230,000, and the recommendation adoption rate will exceed 90%.
This shows that AI can provide sellers with more accurate and scientific decision-making basis, helping sellers make smarter choices in a complex market environment.
Furthermore, AI drives product innovation, shifting from “selecting products” to “defining categories”.
The application of AI allows sellers to gain a deeper understanding of market demand, explore potential product opportunities, and create products that better meet consumer needs.
Then there is a jump in the performance of the entire link. AI has evened the gap in operational capabilities, allowing a “one-person company” to have the capabilities of a complete brand team.
This means that even small sellers can use the power of AI to compete with large enterprises in the global market.
Finally, proactive risk control, AI transforms compliance from “post-incident remediation” to “pre-emptive prevention.”
Through the analysis and prediction of large amounts of data, AI can discover potential compliance risks in advance and take corresponding measures to prevent them, thereby reducing sellers’ operational risks.
The white paper points out that sellers going global are upgrading from the linear model of “site by site expansion” to the “next-generation cross-border chain” era where AI is empowered and global business layout can be built from the first day.
In this new era, AI will become the core driving force for the development of cross-border e-commerce, helping Chinese sellers better enter the global market.
