How to do a good job of independent stations?

Step 1: Product Selection

For cross-border e-commerce sellers, the most difficult question to answer is what products to sell? Products with good sales have intense competition; high-priced products may not sell well; niche products raise concerns about customer development. Indeed, for B2C export sellers, choosing a good product is more important than anything else. Without a good product, everything is zero. Data surveys show that common B2C products such as clothing, formal dresses, electronics, outdoor sports, wigs, etc., are quite popular. For newcomers to the e-commerce industry, the most direct approach is to find popular products, which is also the most conventional method. Alternatively, one can develop some non-mainstream products that cater to personalized needs. My suggestion is to choose non-mainstream products: first, to reduce homogeneity and second, to have a higher profit margin.

Principles of Product Selection

In terms of product selection, you can start with six principles: small in size, high in value, light in weight, non-infringing, not easily breakable, and non-dangerous. Use your keen eyes to explore a new world. Small size means good packaging, high value means good profit control, light weight means low logistics costs, non-infringing means no worries about shop closure, not easily breakable means low return risk, and non-dangerous means safety assured.

Product Selection Source

Product selection sources can be referenced in several ways to help you choose the right products faster and more accurately.

Selecting products through platforms: This method is the most common and simplest, with low entry barriers. It involves searching for keywords on platforms such as Amazon, AliExpress, Wish, etc., viewing popular sales rankings, and comparing them with some local data tools. You can also browse through categories, click into each category from the main category to subcategories, and look at hot sales products.

Through Google product selection: We can search for keywords on Google, and a list of best-selling products will appear. For example, search for 'outdoor toys for kids'. Then based on the websites in the search results, select several websites that rank at the top to enter the target market website. Click on the best-selling rankings on the website to see which products are selling well. You can also look at the following pages, such as beyond the third page, to see what other target websites there are. There may be some products with potential that are not prominent in the Google rankings. You can use this as a reference and then conduct surveys on Facebook.

Choosing product distribution channels

To find suitable products for sale, you can contact suppliers through various channels such as 1688, cross-border supply, selection conferences, etc. Obtaining samples, on-site inspections, and other methods can help better understand product quality and target market, while maintaining relationships with suppliers. However, regional constraints may increase the cost of inspection activities.

Product selection advice

When selecting products, one should not only consider individual products, but also need to consider factors such as the product's follow-up development capabilities, supplier stability, industry competition, and advertising material production. At the same time, the target market and audience of the product need to be clearly defined.

Three modes of building an independent website

There are three modes available for building an independent website: traditional outsourcing, self-built team, and SAAS mode website construction. Traditional outsourcing uses open-source systems or custom paid solutions, offering a high level of flexibility but also high risk. Building a self-built team requires assembling a technical team, which poses high risks and significant time costs, making it more suitable for large-scale sellers. On the other hand, choosing a suitable website building platform such as Shopify and Shopyy for SAAS mode website construction is cost-effective and user-friendly, making it more suitable for startup companies.

Advantages of an independent website

An independent website can help companies achieve brand promotion, avoid platform rule constraints, accumulate customer information, and control their own funds independently. Through an independent website, companies can autonomously shape their brand image, without being restricted by platform rules, making it easier to attract customers and flexibly control funds.

Marketing strategy

For marketing, you can use CPC pay-per-click and other methods to promote, select target groups, drive traffic to independent sites through paid clicks, and control ROI. Google Ads, Bing ads, and other search engine ads are effective promotion methods, suitable for early promotion of newly established B2C websites.

Through the above steps, you can more effectively use independent sites for product sales, compensate for the shortcomings of third-party platforms, and achieve brand precipitation, user data accumulation, and marketing expansion.

SNS Social Media Marketing

Social network marketing is a strategy that uses a large user base to quickly promote products or services. Currently, social network marketing has received widespread attention in foreign trade enterprises, such as Facebook, Instagram, Pinterest, and other social network platforms. These social networks gather a large number of potential customer groups. Through the rapid spread of information on social networks, they help companies achieve marketing goals.


For example, Facebook, as the world's leading photo sharing site, businesses can enhance their ranking by creating a dedicated page, selecting appropriate titles and positioning, and taking advantage of its high authority and fast indexing to attract a large amount of traffic. In addition, Facebook also supports paid advertising methods such as dynamic messages, sidebar ads, and ads on Instagram and the Audience Network.

Discount Information Network

Discount websites provide discounted goods to meet the needs of budget-conscious users, attract precise buyers through brand concessions, reduce traffic costs, and achieve a cost-effective transaction. The Discount Information Network can help brand merchants achieve marketing goals.

Internet Celebrity Fan Marketing

Utilizing the influence of internet celebrities and their fan base for product marketing, converting fans into purchasing power, accumulating brand resources, and enhancing market competitiveness.

CPS Commissioned Advertising

CPS Commissioned Advertising settles advertising fees based on the number of products sold, reducing the advertising risks for brand merchants, and is a cost-effective promotion method.

SEO Organic Optimization

SEO natural optimization is to optimize the overall structure of the website, page keywords, external links, etc., to improve the website weight and ranking on search engines, and increase target traffic. Suitable for medium to long-term operation, it is an effective promotion method.

EDM Email Marketing

Through email marketing to achieve secondary marketing, with strong targeting, non-coercive, it is an effective marketing strategy.

External Link Advertising

Promote through blogs, advertisements, forums, portal websites, etc., related to products, to attract the attention of potential customers.

Offline Advertising

Through methods such as package cards, offline exhibitions, billboards, etc., for offline advertising placement, increase website traffic, suitable for long-term brand promotion.

Human Sea Tactics

For products with high unit prices and clear customer groups, they can be promoted by organizing sales teams to improve sales performance.

Online Payment

E-commerce websites need to pay attention to online payment issues. At present, there are mainly the following payment methods: PayPal, third-party credit card payments, Moneybookers, Western Union money transfers, telegraphic transfers, etc. Choose the payment method that suits your website to enhance the customer shopping experience.


For B2C products, the main logistics method is primarily by air transportation, with recommended shipping methods including EMS, DHL, TNT, UPS, FEDEX, and Hong Kong small parcels. Among these, EMS offers price and customs clearance advantages. Choosing the right logistics partner can save on trade costs and enhance the customer shopping experience.