Digital Technology Empowers China’s Cross-border E-commerce: Localized Entry Strategies in the Southeast Asian Market

Kyungil University，Gyeongsan City South Korea，38428 Yuzhe Jing

Abstract:Digital technology provides crucial support for the localized entry of China’s cross-border e-commerce into the Southeast Asian market. From a professional and technical perspective, this paper explores the significance of digital technology empowerment in this field, analyzes the challenges faced, and proposes corresponding strategies. Research shows that digital technology can improve operational efficiency and user engagement, but it also encounters challenges such as differences in infrastructure and cultural adaptation. Targeted technical adaptation and service adjustments are required to help China’s cross-border e-commerce achieve breakthroughs in localized entry into the Southeast Asian market.

Keywords:Cross-border E-commerce; Southeast Asian Market; Digital Technology; Localized Entry; Operational Strategies

Introduction：

The scale of internet users in Southeast Asia continues to expand, and the e-commerce market shows significant growth potential. China’s cross-border e-commerce, leveraging advantages such as its supply chain, enjoys development opportunities in the Southeast Asian market. However, localization is the key to achieving effective entry and consolidation. The development of digital technology provides a new solution for this process—its capabilities in data processing, user analysis, and supply chain optimization can help Chinese cross-border e-commerce better adapt to the characteristics of the Southeast Asian market. Therefore, it is necessary to conduct in-depth research on localized entry issues empowered by digital technology.

1 Significance of Digital Technology Empowering Localized Entry of China’s Cross-border E-commerce into the Southeast Asian Market

Digital technology empowerment builds an efficient bridge for the localized entry of China’s cross-border e-commerce into the Southeast Asian market. With big data analytics, cross-border e-commerce can conduct in-depth mining of consumption data from different countries and regions in Southeast Asia, accurately capturing local consumers’ purchasing preferences, consumption habits, and price sensitivity. This provides data support for product selection, pricing strategies, and marketing activities, making operational decisions more aligned with actual market conditions. The application of cloud computing enables elastic expansion of cross-border e-commerce platforms, automatically adjusting server resources based on traffic fluctuations in the Southeast Asian market. This ensures stable platform operation during shopping peaks and reduces the risk of user loss due to system lag.

2 Challenges Faced by Digital Technology Empowering Localized Entry of China’s Cross-border E-commerce into the Southeast Asian Market

2.1 Uneven Development of Digital Infrastructure in Southeast Asia Restricts Technical Efficacy

There are significant gaps in digital infrastructure construction among Southeast Asian countries. Countries like Singapore and Malaysia have high internet coverage and widespread application of 5G technology, while nations such as Cambodia and Laos have relatively weak network infrastructure, with slow and unstable network transmission. This imbalance makes it difficult for Chinese cross-border e-commerce to establish unified technical application standards when using digital technology for localized entry. For example, real-time live-streaming commerce technology developed based on high-speed networks cannot operate smoothly in areas with poor network conditions, significantly reducing marketing effectiveness.

2.2 Cultural and Consumption Habit Differences Increase the Difficulty of Digital Technology Adaptation

Southeast Asia is home to diverse cultures, languages, and religious beliefs, leading to significant differences in consumer habits. Digital technology must adapt to local cultures and consumption habits during application; otherwise, it will affect the effectiveness of localized entry. Taking payment technology as an example, consumers in some Southeast Asian countries prefer cash payments and have low acceptance of mobile payments. Even if cross-border e-commerce introduces advanced mobile payment technology, it will struggle to gain widespread use unless it designs supporting payment solutions that align with local cash payment habits—such as offline cash recharges for online accounts.

3 Strategies for Digital Technology Empowering Localized Entry of China’s Cross-border E-commerce into the Southeast Asian Market

3.1 Implement Tiered Technology Deployment Based on Differences in Digital Infrastructure

In response to the uneven development of digital infrastructure in Southeast Asia, Chinese cross-border e-commerce should adopt a tiered technology deployment strategy. In countries with good network conditions, digital technologies that require high network quality—such as high-definition live streaming and virtual reality shopping—can be fully applied to enhance users’ immersive shopping experience. In regions with average network conditions, existing digital technologies should be optimized to adapt to the network environment, such as reducing live-streaming resolution and compressing image resources, to ensure the stable operation of basic functions. At the same time, cooperation with local telecommunications operators and data centers can jointly improve infrastructure support capabilities.

3.2 Build a Localized Digital Service System Based on Cultural and Consumption Characteristics

Chinese cross-border e-commerce needs to conduct in-depth research on the cultural and consumption characteristics of Southeast Asian countries to build a localized digital service system. Natural language processing technology can be used for in-depth training of local languages, developing intelligent customer service and marketing copy generation systems that conform to local linguistic habits and expression styles, ensuring accurate and friendly communication. In terms of payment technology, integrate multiple payment methods: in addition to mobile payments, connect to local mainstream e-wallets and develop cash payment-related supporting functions to meet the payment needs of different consumers. Using user profiling technology, combined with data on local cultural festivals and consumption preferences, generate personalized product recommendations and marketing activity plans.

Conclusion：

Digital technology provides strong support for the localized entry of China’s cross-border e-commerce into the Southeast Asian market, playing a significant role in precise operation and user experience improvement. However, issues such as uneven digital infrastructure and differences in cultural consumption habits in Southeast Asia pose challenges to the empowerment of digital technology. Strategies such as tiered technology deployment and the construction of a localized digital service system can effectively address these challenges. In the future, Chinese cross-border e-commerce must continue to monitor changes in the Southeast Asian market and continuously optimize the application of digital technology to achieve better localized entry and gain sustained development momentum in the region.

References:

【1】Gong Yongqin. Research on the Paths and Countermeasures for Chinese Cross-border E-commerce Enterprises to Expand into the Southeast Asian Market[J]. Journal of Beijing Vocational College of Labour and Social Security, 2024, 18(04): 34-38.

【2】Liu Bingyu. Analysis on the Current Development Status and Prospect of China’s Cross-border E-commerce Market – A Case Study of Southeast Asian Countries[J]. Modern Business, 2022, (12): 64-66.