Direct-to-consumer (DTC) and traditional cross-border e-commerce models are important components of trade on crossborder platforms, but research on their differences remains limited. In this study, case studies and comparative and data analyses were conducted to compare the differences between the two models. The findings indicate that the two models differ in their primary service targets and supply chains. While traditional cross-border e-commerce models hold a larger market share and cover more countries, the DTC model is experiencing a higher growth rate. Furthermore, after comparing representative platforms of both models, it is evident that users of traditional trade models are mainly Business-to-Business (B2B) buyers, whereas the DTC model primarily targets individual consumers (B2C/C2C). Under traditional trade models, companies typically have lower net profit margins than those in the DTC model. Despite these differences, these two models are not in absolute competition; instead, there is a clear trend toward integration. In the future, each will likely leverage its strengths to achieve synergistic value.

cross-border e-commerce platform, B2B model, B2C mode, competition, integration