36Kr Research Institute | Research Report on Cross - border B2B Buyer Behavior Analysis and Procurement Channels in 2025
After years of in - depth development, China's cross - border B2B industry has established a full - chain ecological system covering suppliers, purchasers, and channel service providers. Driven by the reconstruction of globalization and the application of digital technologies, the three parties collaborate to reshape the trade value: suppliers connect with global procurement through accurate demand forecasting; purchasers integrate supply chain resources via the data center; channel providers integrate modules such as payment and logistics to form a service closed - loop. With the in - depth application of technologies such as AI matching algorithms, a cross - border B2B industry revolution characterized by the in - depth intelligent upgrading of both supply and demand sides and channels is booming.
1. China's export trade scale maintains stable growth, and emerging markets and countries along the Belt and Road have become new growth points
In the past decade, China's export trade scale has maintained stable growth. In 2024, China's annual export volume reached 25.45 trillion yuan, a year - on - year increase of 7.1%, showing strong momentum and vitality. The status of emerging markets and countries along the Belt and Road in China's exports has gradually risen, becoming new growth points. For example, the overall export trade to Belt and Road partner countries increased by 9.6%, that to Brazil increased by 23.3%, to the UAE by 19.2%, and to Saudi Arabia by 18.2%.
2. International purchasers prefer suppliers with capabilities such as localization, personalization, and branding
In recent years, with the rapid development of cross - border trade and logistics, purchasers pay more attention to the timeliness of local warehousing, logistics, and distribution and local services. In addition, product brands are increasingly valued, and purchasers tend to choose suppliers with a good brand image. The ranking in search engines is often regarded as one of the signs of brand strength, which deeply affects brand traffic. Purchasers are usually more interested in brand - built homepages, product and qualification introduction pages.
3. Offline channels tend to develop steadily, and online channels have broad exploration space
Exhibitions and on - the - ground promotions have made small - scale progress due to technological innovation, and the industry scale has grown steadily. The online trend of B - end procurement behavior is obvious, and cross - border B2B trading platforms have high growth potential; the global e - commerce decentralization trend has emerged, and the independent website model has developed rapidly. Therefore, in online channels, cross - border B2B platforms and independent website models each have their own advantages and develop side by side.
4. Build a digital marketing closed - loop driven by independent websites and social media to achieve seamless connection from brand awareness to sales conversion
As an enterprise's online portal, an independent website is an important platform for customer acquisition, conversion, and brand display. Social media, on the other hand, is a bridge connecting brands and purchasers, with strong interactivity and communication power. Increasing the unified investment in independent websites and social media means giving full play to the respective advantages of both and combining them closely to form a synergy for online marketing.
The key research questions in this report are as follows:
- What stage of development is China's cross - border B2B industry currently in? What is the current development status?
- What are the characteristics of the purchasing behavior of cross - border B2B purchasers? What are their purchasing demands?
- What are the online and offline purchasing channels for purchasers? What are the advantages and disadvantages of each?
- What are the channel optimization strategies for domestic foreign - trade B2B enterprises?
For more wonderful content, please refer to the Research Report on the Behavior Analysis and Purchasing Channels of Cross - border B2B Purchasing Buyers in 2025. Click Download Link, extraction code: pb65
