Young people who are great at shopping are filling their "spiritual necessities" through overseas online shopping.

Now that "emotional value" has become a buzzword in consumption, people are starting to pay for the "small but certain" happiness.

Data from iiMedia Research shows that the market size of China's "emotional economy" reached approximately 2.31 trillion yuan in 2024, and it is expected to exceed 4.5 trillion yuan by 2029. However, what's more noteworthy than the numbers is that people are beginning to re - answer a seemingly simple question: Why do we buy things?

Compared with chasing trendy products, more and more young people are starting to view consumption as a process of "selecting their lifestyle." It's not because a product is popular, but because it can respond to their specific emotions, states, and needs at a particular moment.

That's why people are no longer confined to existing consumption models. As the choices of domestic products continue to expand, more and more consumers are starting to search globally for niche, interesting, useful products that resonate with their inner selves. With the popularization of cross - border import e - commerce platforms like Amazon Global Store, this exploration has become easier and more frequent. There's no need to contact overseas shoppers across time zones, calculate complex taxes, or hesitate among unreliable channels. Cross - border shopping has become a daily routine.

As a key event in cross - border shopping, "Black Friday" provides a clear window for this "self - indulgent" and precise purchasing. People take this opportunity to carefully select global products that can integrate into their daily lives and echo their emotions, gradually building a more personalized and reassuring lifestyle.

Search Globally

For Your Own Lifestyle

Three years ago, when studying in the United States, Xiao Li received a WoodWick scented candle from a friend. It was the first time he discovered that the "crackling" sound of a burning candle could be so soothing. Now working in Shanghai, he repurchased the same candle from Amazon Global Store. Whenever he needs to step out of work mode, he lights the candle as a switch to change his lifestyle state.

In addition, Xiao Li also found another hobby on Amazon Global Store: Polaroid cameras. He enjoys the process of waiting for the photo to develop and the certainty that physical photos bring. He said, "If you stick the photos on the wall, they won't be forgotten like those in your phone." Regularly searching for photo paper with special borders has become a small ritual for him to maintain the quality of his life.

● Photo source: @Xiao Li

The trend of using consumption to build personal space, like what Xiao Li does, is also reflected on social media. On Xiaohongshu, the topic "Home is My Energy Field" has been viewed over 3.18 billion times. Users share scented candles, lights, storage items, and niche home appliances... By carefully selecting these items, they transform their living environment into a personal space that nourishes them.

In this regard, Li Yanchuan, the head of Amazon Global Store in the Asia - Pacific region and Amazon Singapore, also has his own observations: "The demand for cross - border shopping among Chinese consumers continues to grow, and they are constantly discovering more novel, interesting, and high - quality products. Behind this is the unique combination of niche and global cultures in the cross - border shopping circle, the increasingly segmented vertical fields, and the strong desire of Chinese consumers to explore and connect with diverse global lifestyles."

Mi Mi, who lives in Beijing, is also rebuilding her order through consumption that precisely matches her needs. Troubled by sleep problems, she has been looking for a product that can monitor health data in detail without sacrificing wearing comfort.

After being attracted by the appearance of the Oura Ring smart ring on social media, she immediately went to Amazon Global Store to learn more about this Finnish brand and was finally convinced by its professional background. Now, this ring not only helps her quantitatively manage her sleep and physical state but also makes her feel that technology products can be so lightweight and elegant in daily life.

● Mi Mi's Oura Ring

For Mi Mi, she enjoys "treasure hunting" on Amazon Global Store. When the Tamagotchi Uni needed queuing and had purchase restrictions in China, she easily found it on the Amazon Germany site. Mi Mi also added, "There are many choices of board games that young people like on Amazon, and the prices are more cost - effective than those from overseas shoppers."

Amazon Global Store currently offers tens of millions of overseas products from more than 30,000 international brands. This vast product library is witnessing and supporting young people to explore a larger world.

For example, in the outdoor field, more and more people are wearing outdoor gear from brands like Mountain Hardwear, Marmot, and Keen in their daily lives. The functional design creates a sense of being in the mountains and forests while at the workplace. In the home appliance field, the sales of the North American home appliance brand Ninja on Amazon Global Store increased by 105% year - on - year. The key lies in its ability to precisely meet the young people's "want - it - all" mentality. The low - fat ice cream maker under the brand allows people to enjoy desserts without guilt.

● STAUB baking pan (left) and Ninja ice cream maker (right)

An increasingly clear trend is that import e - commerce is becoming an important way for young people to access the world and experience diverse lifestyles. Amazon Global Store is like a lookbook full of global fresh content, giving young people the opportunity to bring distant living concepts and daily habits into their own lives.

Cross - border Shopping Is So Easy

As cross - border shopping enters a new stage, consumers' core demand has evolved from "how to buy" to "how to buy the right things." Import e - commerce platforms like Amazon Global Store have built a bridge that efficiently and precisely matches global products with individual needs.

"The page clearly shows the price, taxes, and shipping fees, so the total cost is obvious at a glance," said Xiao Li. This makes his consumption decisions much easier. For example, when buying a Polaroid camera, he found that Amazon Global Store not only offers a lower total price but also genuine products from global official sources. He only needs to focus on looking forward to the product itself, freeing himself from the cumbersome operations.

● Fujifilm Instax camera

Mi Mi is most impressed by the "free shipping threshold" of Amazon Global Store: "International shipping fees are actually quite high. Sometimes, to meet the free shipping requirement, you have to buy some unnecessary things. But on Amazon Global Store, you can get free shipping with a purchase of only 300 yuan, which is very friendly to people like me who like to buy a small number of niche products."

In terms of price, Amazon Global Store's transparent "what you see is what you pay" mechanism ends the cumbersome price comparison and calculation in traditional cross - border shopping. Consumers don't need to meet a certain order amount or pre - order. The total price is clearly shown on the page, and free shipping is available with a purchase of 300 yuan.

When price is no longer a psychological barrier, the logistics experience becomes the next key factor. Amazon Global Store has integrated the entire cross - border logistics chain. Products shipped from the Ningbo Bonded Warehouse can arrive in as fast as 2 days. Some selected products for international direct shipping support SF Express direct delivery, and the flight can reach China in 16 hours. The average delivery time of packages has been shortened by more than 2 days compared with the same period last year, greatly reducing the gap between "desire" and "ownership."

With its global official sources, transparent prices, and efficient logistics, Amazon Global Store has truly removed the obstacles in cross - border shopping, allowing consumers to focus on the joy of selection. Here, you can easily find your favorite genuine products and be the first to access global new products, limited editions, and seasonal items. Through its large brand matrix, you can even buy overseas trends and styles before they become popular on domestic social platforms. This greatly satisfies young people who like to explore the world through shopping, enabling them to bring global inspiration and desired products home earlier without waiting or following the trend.

Amazon Global Store has truly made cross - border shopping worry - free. Open the page, and you can see the world; place an order, and you can bring new possibilities home.

Every Order

Is a Vote for Your Life

When these global products enter the lives of Xiao Li and Mi Mi, they are no longer just items but together form a "small world."

There is a popular saying on social media: "One must live with everything they love." Every carefully selected item subtly shapes daily life and even outlines the color of life. These products not only improve the quality of life but also stimulate people's longing for a beautiful daily life. Whether it's lighting a scented candle, cooking a meal carefully, or carrying a favorite bag. This "small world" built through selection, trial - and - error, and sticking to what you love ultimately creates the life picture they truly desire.

● Lavazza coffee beans

The stories of Xiao Li and Mi Mi are a microcosm of contemporary young people's cross - border shopping lives. Through cross - border shopping, they not only buy their favorite products but more importantly, find a way to connect with themselves and the world. This kind of consumption essentially emphasizes and satisfies "self - needs."

Every global product bears the mark of exploration. Young people have an additional way to understand the world - by researching outdoor brands, they can understand different countries' views on nature; when screening smart devices, they can keep up with the latest health technologies; and in the process of looking for trendy toys and board games, they can discover new ways of having fun among global young people.

The continuous stream of "desired products" in the cross - border shopping process not only brings continuous curiosity and freshness to young people but also keeps their daily lives warm and vibrant.

This is why many content creators still insist on shooting "unboxing videos." This simplest process of opening a package has become one of the most popular content forms on various platforms to attract attention and traffic. Audience members satisfy their curiosity about new products through the camera and witness the unfolding of a lifestyle. For creators, showing a niche product bought overseas is a public "life manifesto," a way for them to precisely express their aesthetic taste, lifestyle concept, and personal stance through the product.

In this regard, the sales data of Amazon Global Store can also serve as evidence. For example, the sales of the WoodWick scented candle that Xiao Li likes increased by more than 20 times year - on - year in the first half of this year, thanks to the soothing campfire - like atmosphere it creates when burning. The sales of the Tamagotchi that Mi Mi ordered also increased by more than 25% year - on - year in the