On September 10th, 2026, within the framework of the E-commerce Management course for the graduate Class CH32A QTKD, Foreign Trade University – College of Business successfully organized a specialized sharing session titled “Cross-Border E-Commerce: Opportunities and Challenges.” The event offered profound insights into digital platform-based business operations and the core managerial competencies required to bring products to the conquest of international markets.
The Journey to the Open Seas on the Amazon Platform
The session was honored to welcome Mr. Pham The Quyen – Director of BlueStars Vietnam International Trading Company Limited, as guest speaker. Drawing upon his extensive hands-on experience in conducting business on Amazon, the speaker vividly recreated the developmental journey of cross-border e-commerce operations.
From strategic decisions such as product selection, market positioning, and supply sourcing, to operational organization, participants were exposed to valuable lessons drawn from the enterprise’s process of scaling up its business operations.
From Strategy to Multidimensional Execution Capability
The session established a close connection between the opportunity to access a global customer base and the rigorous execution requirements placed upon enterprises. Successfully listing a product on an e-commerce platform is far from a simple operational task; rather, it is the result of seamless coordination across multiple functional departments, including Marketing, Supply Chain, Finance, and Customer Care.
Through real-world case studies, the speaker clarified several critical steps, including market research and competitor analysis, strategies for sourcing high-quality supply, and the effective implementation of the Fulfillment by Amazon (FBA) model.
The Challenge of Cost Control and Business Performance Optimization
Among the topics that generated the greatest interest was the “challenge of business performance optimization.” The speaker underscored the necessity of comprehensively evaluating the cost structure and profitability of each product unit. Key cost categories requiring rigorous control include the cost of goods sold (COGS), international and domestic shipping costs, platform fees, advertising and marketing expenses, and warehousing and storage costs.
In addition, cash flow and inventory management were identified as vital factors when expanding into overseas markets. Maintaining an appropriate inventory level and planning for timely restocking help enterprises ensure that revenue growth targets are met in tandem with profitability and long-term sustainability.
Risk Identification – The Key to Sustainable Development
Alongside these opportunities, the cross-border playing field is inherently fraught with formidable challenges. Persistent risks discussed during the session included the risk of account suspension, sudden shifts in platform policy, intense competitive pressure, and the challenge of slow-moving inventory.
To respond effectively, the speaker emphasized that enterprises must proactively identify risks by developing contingency scenarios and backup plans in advance; reduce over-reliance by carefully managing the degree of dependence on any single platform; and strengthen internal capabilities by focusing on data analytics, building a high-quality workforce, standardizing operational processes, and investing in brand development.
Bridging Theory with Managerial Practice
The specialized session provided an invaluable wealth of practical material, perfectly complementing the theoretical framework of the E-commerce Management course. It offered graduate students of Class CH32A an excellent opportunity to compare textbook knowledge on strategy and business models against the critical decisions faced in actual enterprise operations.
Through this experience, future business leaders gained a more comprehensive understanding of cross-border e-commerce – encompassing market potential, resource allocation, organizational capability, and the managerial responsibilities required of a leader in the digital era.
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