Business Analysis of User Purchasing Behavior on Cross-Border E-commerce Platforms—Focusing on User Profiling and Conversion Paths

The emergence of cross-border e-commerce as a crucial component of the global digital economy has been achieved albeit its advancement being impeded by the high-browsiness, but low-conversion challenge associated with cross-border shopping as it involves logistics delay, information asymmetry and policy uncertainties. The purpose of the study is to find the optimal way of cross-border e-commerce platforms to increase the user conversion rate. It initially examines the existing development of the cross-border e-commerce industry in the context of the scale of the market, the competitiveness, and the nature of the industry and examines user purchasing behavior in terms of demand, behavior, and channels. Based on these premises, the research develops a comprehensive analysis model of user portraits that can be segmented into fundamental, behavioral and value traits and staged conversion paths. It then suggests a three-fold approach to optimization strategy system comprising accurate marketing, product and service improvement and user lifecycle management and defines critical issues in the conversion process at the level of product, platform, and external factors with specific countermeasures. Such research offers theoretical directions and practical examples to a cross-border e-commerce platform to improve the efficiency of operations and user experience, as well as add to the body of knowledge about cross-border e-commerce user behavior and platform optimization.