Amid the poor global economic situation, Temu and SHEIN have bucked the trend and expanded. Temu has deployed in 47 countries/regions and gained 200 million users, while SHEIN is expected to go public in the United States in 2024. TikTok has become a global social application giant, with more than 1.6 billion users worldwide, and its e-commerce movie popcorn popper business will also grow significantly in 2023.

There is no doubt that the e-commerce industry is in the "high prosperity" stage and is still in full swing. According to ecommerceBD data, global retail e-commerce sales are expected to reach US$6.3 trillion in 2023, and by 2026, global retail e-commerce sales are expected to reach US$8.1 trillion. According to eMarketer data, the global e-commerce market penetration rate in 2022 is 18.9%, which is far lower than China's penetration rate of 31%. Especially from the perspective of emerging markets such as Southeast Asia, Latin America and the Middle East, there is considerable room for improvement in global e-commerce penetration. However, in 2023, cross-border e-commerce will also enter an era of strict supervision, and compliant operations will become one of the lessons that must be learned when going overseas. To get a share of the overseas market, cross-border players must also learn to abide by local rules.

Foreign trade factories are players in traditional B2B bulk transactions. Taking B2B business online and developing B2B cross-border e-commerce channels have also become a major trend in the transformation of foreign trade manufacturers in 2023. Through Amazon Enterprise Shopping, HARDURA sells commercial kitchen products directly to end enterprises such as restaurants cineplex popcorn machine and studios. According to data from the General Administration of Customs, China's foreign exports declined from May to August 2023. In September 2023, export orders for foreign trade companies began to improve, and export volume increased by 12% in November 2023. Overall, the foreign trade situation is under pressure and has become one of the focuses that has received widespread attention this year. On the other hand, the cross-border e-commerce market is booming, which has timely compensated for the losses caused by traditional foreign trade. In 2023, more domestic factories and companies in high-quality industrial zones will begin to directly enter the cross-border e-commerce field. No longer hiding behind brands and traders, Chinese factories have stepped forward to promote the development of cross-border e-commerce to a new stage.

The development of TikTok Shop cannot be underestimated. The content e-commerce and live broadcast e-commerce models that it movie popcorn popper represents are being rapidly replicated around the world. More than a year after it was fully launched in the Southeast Asian market, TikTok Shop has reached a certain share in the market. For example, in Vietnam, TikTok Shop has surpassed Lazada and become the second largest e-commerce platform, second only to Shopee. Metric data shows that in the first three quarters of this year, the cumulative sales revenue of Vietnamese e-commerce platforms reached 163 trillion VND. TikTok Shop contributed 25 trillion VND GMV, with a market share of 16%, while Lazada's market share dropped to 14%.

It is reported that TikTok's US store achieved a single-day GMV of more than 5 million US dollars in August 2023, and a single-day GMV of more than 10 million US dollars in October 2023. FastMoss data shows that during this year's "Black Friday" promotion, the GMV of TikTok Shop in the United States exceeded US$33 million in a single day (November 24).

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