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If it could be summed up in one sentence: choosing an e-commerce platform is like choosing a long-term home for your brand — pick the right one, and you’ll grow steadily; pick the wrong one, and you’ll end up moving again and again, wasting time and energy.
1. Why Are More Sellers Paying Attention to E-commerce Website Platforms Now?
Over the past few years, cross-border e-commerce has continued to surge — and so has competition.
According to a McKinsey report, by 2025, the global cross-border e-commerce market is expected to reach $4.2 trillion, an increase of around 70% compared to 2023.(Source: China Business Journal, 2025)
Meanwhile, data from China Customs shows that in the first half of 2025, China’s cross-border e-commerce import and export volume reached 1.32 trillion RMB, up 5.7% year-on-year.(Source: General Administration of Customs, 2025)
These figures tell us two things:
The market is still growing, and opportunities still exist.
But that growth no longer depends solely on large marketplace platforms.
Why? Because major platforms are setting higher entry thresholds and stricter rules.
Meanwhile, global buyers are increasingly willing to purchase directly from brand-owned websites.
That’s why independent e-commerce platforms have become the go-to choice for more cross-border sellers.
You’re no longer fully dependent on platform traffic — you can own your brand portal, customer data, and pricing power.
For Chinese sellers in particular, this is crucial: you can leverage familiar supply chain advantages while expanding globally and avoiding the risks of changing platform policies.
That’s why choosing the right website builder has become the first major decision on your e-commerce journey.
2. Before Choosing a Platform, You Must Clarify Three Core Questions
Before you dive into comparing dozens of platforms, start with these three questions:
[1] Who is your target customer?
Different audiences require different tools.
Are you targeting B2C retail customers in Europe and the US, B2B wholesale buyers, or running a content-driven store (like digital products or subscriptions)?
[2] How much “tech/time/budget” are you willing to invest?
Some platforms let you go live in hours but have limited customization.
Others offer full flexibility but require coding or developers.
Your available resources determine your best path.
[3] Where do you want to be in three years?
Do you want to validate products quickly, build a long-term brand, or operate multiple stores globally?
Different goals fit different ecosystems.
Once you’re clear on these, comparing platforms becomes meaningful — not just “who has more features,” but “which fits you best.”
3. Recommended International E-commerce Platforms
[1] Shift4Shop (formerly 3dcart)
Overview:Shift4Shop is a long-established U.S. e-commerce SaaS platform, previously known as 3dcart before being acquired by payment company Shift4.
It offers all-in-one e-commerce solutions including product management, orders, payments, marketing, and SEO. Ideal for sellers seeking quick setup.
Best for:Cross-border B2C sellers, small to mid-sized brands, and Chinese sellers targeting Western markets.
Pros:
All essential features built-in (inventory, coupons, SEO, blog, social media integration).
Drag-and-drop editor, easy for beginners.
Transparent pricing structure.
“Unlimited products and bandwidth” promise on most plans.
Cons:
Weak localization for Chinese sellers (few payment options, limited Chinese support).
Visual design slightly outdated compared to newer platforms.
Some advanced features require paid plugins or use of Shift4’s payment gateway.
Pricing:
End-to-End plan: $0/month (if using Shift4 payments)
Basic Store: from $29/month
Plus Store: from $79/month
Enterprise: custom pricing from several hundred dollars/month
Support:24/7 online, phone, and email support. English-only interface; Chinese beginners may need translation tools.
[2] Site123
Overview:Site123 focuses on “quick website setup with zero coding”.
Its e-commerce features are basic, but for beginners testing the waters, it’s a convenient option.
Best for:New sellers, small retailers, brand showcase sites, or quick product validation.
Pros:
Extremely beginner-friendly — choose a template, edit content, and publish.
Visually modern templates, suitable for brands with aesthetic needs but limited tech.
Multilingual support for international reach.
Affordable pricing.
Cons:
Limited inventory and marketing management.
Weak logistics integration.
Restricted customization flexibility.
Pricing:
Free: with ads and domain limits
Basic: ~$12.8/month
Advanced: ~$18.8/month
Professional: ~$28.8/month
Gold: ~$34.8/month
Support:Live chat and email; English interface but easy to use.
[3] Magento (Adobe Commerce)
Overview:Magento is a world-renowned open-source e-commerce system, later acquired by Adobe.
Highly customizable and powerful, it suits enterprise-level or large-scale sellers.
Best for:Mid-to-large teams with technical capacity, global operations, or B2B businesses.
Pros:
Fully customizable (multi-store, multi-language, multi-channel).
Handles complex business logic (wholesale, member pricing, distributors).
Mature plugin ecosystem.
Trusted by international brands.
Cons:
High technical threshold — requires developers and hosting management.
Significant upfront and ongoing costs.
Maintenance-intensive (updates, performance optimization).
Pricing:
Magento Open Source: Free (self-hosted)
Adobe Commerce Cloud: from ~$22,000/year (custom pricing)
Support:Enterprise-grade support from Adobe; rich community but limited Chinese resources.
[4] Drupal Commerce
Overview:Drupal Commerce is built on the Drupal CMS, combining content and commerce.
Perfect for content-driven stores leveraging blogs, education, or storytelling.
Best for:Content-first brands (education, subscriptions, digital goods) or storytelling-oriented websites.
Pros:
Excellent for content marketing and SEO.
Highly customizable checkout and membership systems.
Open-source and free.
Cons:
Requires technical expertise.
Fewer templates/plugins than mainstream platforms.
Longer setup time.
Pricing:Free software, but hosting and development costs vary.
Support:Active global community; limited Chinese tutorials.
4 .Recommended Chinese E-commerce Platforms
[1] Ueeshop
Overview:Ueeshop is one of China’s earliest cross-border SaaS website builders.
Supports multilingual, multi-currency setups and global CDN servers.
Best for:Chinese sellers or small brands seeking quick, low-tech international launch.
Pros:
Chinese interface and support.
Optimized global access speed.
Templates match Western design preferences.
Offers full “build + promote + collect payments” ecosystem.
Cons:
Less flexibility than open-source platforms.
Some advanced templates/features require extra payment.
Pricing (approx.):
Professional Site: ¥3,800/year
Multi-language Marketing Site: ¥5,800/year
Brand Site: ¥8,800/year
Support:Comprehensive Chinese-language customer service, training, and tutorials.
[2] Shoplazza
Overview:Shoplazza is a global SaaS e-commerce platform built by a Chinese team.
It supports multi-language, multi-currency, and global logistics — positioned as a “go-global” solution for Chinese brands.
Best for:Chinese sellers targeting Western markets with established products.
Pros:
Bilingual backend, localized for Chinese users.
Modern, easy-to-use templates.
Broad payment and logistics integrations.
Cons:
Smaller app ecosystem than Shopify.
Limited for highly complex multi-store setups.
Pricing:
Basic: ~$29/month
Advanced: ~$99/month
Pro: ~$218/month
Support:Chinese-English bilingual support and seller training programs.
[3] DedeCMS (织梦CMS)
Overview:A classic Chinese open-source CMS often used for export websites.
Not a native e-commerce platform, but can support online stores via plugins.
Best for:Companies with developers that want a hybrid “content + product” showcase site.
Pros:
Free and customizable.
Strong Chinese ecosystem with abundant templates.
Excellent for product catalogs or content marketing.
Cons:
Weak native e-commerce support.
Requires technical maintenance and security management.
Not beginner-friendly. Pricing:Free software; overall cost depends on server and customization.
Support:Active Chinese developer community with many tutorials.
5. How to Choose the Right Platform for Different Business Stages
| Stage | Seller Profile | Recommended Platforms | Selection Tips |
| Startup Phase | Small team, limited budget, testing product fit | Site123 / Ueeshop | Prioritize speed and cost efficiency; focus on validation, not perfection. |
| Growth Phase | Stable products, growing brand | Shift4Shop / Shoplazza / Ueeshop | Choose scalable features, multi-language support, and better branding tools. |
| Brand/Global Expansion Phase | Multiple markets, warehouses, or large teams | Magento / Drupal / Enterprise SaaS | Prioritize customization and scalability for complex workflows. |
| Content-Driven or B2B Sellers | Selling products + content/services | Drupal / DedeCMS | Emphasize storytelling, SEO, and relationship marketing. |
Key takeaway: Don’t pick the platform with the most features — pick the one that’s most executable for your current stage.
If you lack a tech team, don’t start with Magento — you’ll spend months building instead of selling.
6. Before Choosing, Ask Yourself: “What Do I Want to Control?”
Choosing a platform isn’t just about picking a tool — it’s about defining your brand foundation for the next few years.
Want to control traffic? Start with marketplaces or social media, then build your own site.
Want to control customer data? Invest in CRM, email marketing, and retention tools.
Want to control global expansion? Choose platforms supporting multi-language, multi-currency, and multi-warehouse operations.
Building a website isn’t a one-time task — it’s an ongoing system.
You build the “pipeline”: set up your platform, upload products, run marketing, and grow your customer base.
Choose the right starting point, and your journey will be smoother and more sustainable.
Here’s to building your first successful global e-commerce site!
