Ant International Shi Wenyi: Current "Going Global" Presents Both Risks and Opportunities, Diversification is the Key Word | Going Global·Consumer

WealthCoffee · 2026-03-18T04:12:26+00:00

China's cross-border e-commerce is transitioning from "cross-border" to "transnational," requiring sellers to address compliance and taxation issues. Compliant operations and local platform layout have become focal points, with 43% of sellers viewing rising compliance costs as the primary challenge.

WealthCoffee

2026-03-18 04:12:26

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【Caixin.com】 “Chinese cross-border e-commerce is shifting from ‘cross-border’ to ‘cross-country’.” Recently, Shi Wenyí, Vice President of Ant International and CEO of WorldFirst, said in an interview with Caixin and other media that in the past, cross-border e-commerce mainly involved cross-border trade, where “goods fly globally, but people don’t go out, and the main entities don’t go out.” However, with the tightening of tax policies, laws and regulations in various countries, and changes in e-commerce platform rules, it is driving merchants to become more localized.

Shi Wenyí further stated that after cross-border sellers shift from cross-border trade to cross-country operations, they must face legal and compliance issues, including compliance requirements and tax costs. According to a customer survey by WorldFirst in 2025, sellers generally focus on three main areas: compliant operation, local platform deployment, and ecosystem collaboration. 43% of sellers see rising compliance costs as the main challenge and have systematically arranged for tax, funds, and product compliance.

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