Market positioning of e-commerce of the cross-border company "Amazon" in the context of cultural differences

Abstract

Today, with the increasing penetration rate of the Internet, more and more people rely on online channels for shopping, and the cross-border e-commerce industry is experiencing explosive growth. However, in the process of overseas expansion of cross-border e-commerce, there are various inevitable risks and problems, among which one of the key factors is the cultural differences in each market. Therefore, when cross-border e-commerce companies develop different markets, they should adjust the marketing strategy in light of cultural differences to enhance consumer recognition of products and brands.