PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v8i3.11186ArticleChina-Europe Independent Station Electronics Integratorhttps://artdesignp.com/journal/PBES/8/3/10.26689/pbes.v8i3.11186XiaoRui2025832025-07-15Cross-border e-commerce usually involves multiple links such as online shopping platforms, payment systems, logistics services, customs clearance, and cross-border sales. From 2015 to 2023, China-Europe cross-border e-commerce has experienced rapid growth. Demand among Chinese consumers for European products has increased significantly, while European interest in Chinese goods has also steadily risen. Many small and medium-sized enterprises and cross-border e-commerce platforms have begun to enter this market. This article explores how independent e-commerce integrator platforms can leverage efficient, cost-effective supply chain services and brand advantages to attract Chinese and German SMEs. By doing so, these platforms can strengthen their market presence, reduce operational costs for SMEs, expand transaction volume, and ultimately create a win-win situation for all stakeholders.

China Business Industry Research Institute, 2023, Forecast Analysis of China’s Cross-Border E-Commerce Market Status and Development Trends in 2023. China Business Industry Research Institute, viewed on April 1, 2024. https://m.askci.com/news/chanye/20230404/102009268057480908280324.shtml

Wang H, 2020, The Latest Research Report Shows That the Size of the European Cross-Border B2C Market Will Double in 2022. China Federation of Logistics & Purchasing (Online), viewed on April 1, 2024. http://www.cflp.org.cn/zixun/202006/15/508289.shtml(Online). http://www.cflp.org.cn/zixun/202006/15/508289.shtml

Daniela C, 2023, Share of Cross-Border B2C E-Commerce Out of Total E-Commerce Revenue in Germany from 2019 to 2022. Statista, (Online), viewed on April 2, 2025. https://www.statista.com/statistics/1416198/cross-border-e-commerce-share-germany/

Kawa A, 2014, Logistyka w Obsłudze Handlu Elektronicznego [Logistics in Service for E-Commerce. Logistyka, 5: 36–38. http://bazekon.icm.edu.pl/bazekon/element/bwmeta1.element.ekon-element-000171357493

Géci A, Andocsová A, Kubelaková A, et al., 2018, Private Brand and Its Impact on Consumer Behavior. ResearchGate, 2018: 301–315. https://www.researchgate.net/publication/328934606_Private_Brand_and_its_Impact_on_Consumer_Behaviour

Chaudhuri A, Holbrook MB, 2001, The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2): 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Rudzewicz A, Strychalska-Rudzewicz A, 2021, The Influence of Brand Trust on Consumer Loyalty. European Research Studies Journal, 24(s3): 454–470. https://www.um.edu.mt/library/oar/handle/123456789/105143

Emari H, Jafari A, Mogaddam MB, 2012, The Mediatory Impact of Brand Loyalty and Brand Image on Brand Equity. African Journal of Business Management, 6: 5692–5701. https://www.academia.edu/81246115/Impact_of_Brand_Association_Brand_Image_and_Brand_Loyalty_on_Brand_Equity?uc-sb-sw=44444814

Mentzer JT, DeWitt W, Keebler JS, Min S, Nix NW, Smith CD, Zacharia ZG, 2001, Defining Supply Chain Management. Journal of Business Logistics, 22(2): 1–25. https://onlinelibrary.wiley.com/doi/abs/10.1002/j.2158-1592.2001.tb00001.x

Christoph S, Emmanouil T, Max N, 2023, Modeling Clusters from the Ground Up: A Web Data Approach. Environment and Planning B, 50(1): 244–267. https://ideas.repec.org/a/eee/ininma/v29y2009i5p362-371.html

Pedro SC, Paulo R, Zélia RS, 2018, On the Relationship Between Consumer-Brand Identification, Brand Community, and Brand Loyalty. Journal of Retailing and Consumer Services, 43(2018): 101–110. https://www.sciencedirect.com/science/article/pii/S0969698916305240

McAlexander JH, Schouten JW, Koenig HF, 2002, Building Brand Community. Journal of Marketing, 66: 38–54. https://www.semanticscholar.org/paper/Building-Brand-Community-McAlexander-Schouten/f801859e4319e1b02d97175e768d5439437593a1

Casaló LV, Flavián C, Guinaliu M, 2010, Relationship Quality, Community Promotion and Brand Loyalty in Virtual Communities: Evidence from Free Software Communities. Int. J. Inf. Manag., 30: 357–367. https://www.semanticscholar.org/paper/Relationship-quality%2C-community-promotion-and-brand-Casal%C3%B3-Flavi%C3%A1n/50ee1952f8a0aa2dae2fc47c204703dfdaa300c6

He H, Li Y, Lloyd H, 2010, Social Identity Perspective on Brand Loyalty. Journal of Business Research, 65(2012): 648–657. https://www.sciencedirect.com/science/article/pii/S0148296311001020

Stokburger-Sauer N, 2010, Brand Community: Drivers and Outcomes. Journal of Consumer Marketing, 27(4): 347–368. https://onlinelibrary.wiley.com/doi/full/10.1002/mar.20335

Webster FE Jr, 1992, The Changing Role of Marketing in the Corporation. Journal of Marketing, 56(4): 1–17. https://journals.sagepub.com/doi/abs/10.1177/0022242992056004

Kawa A, Zdrenka W, 2016, Conception of Integrator in Cross-Border E-Commerce. LogForum, 12(121): 63–73. https://www.proquest.com/docview/1940148083/abstract/809B8C6994A94949PQ/1

Shah SA, Aziz J, Waris S, et al. 2012, The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4: 105–110. https://api.semanticscholar.org/CorpusID:15080265

Shwu-Lng W, Chen-Lien L, 2009, The Influence of Core-Brand Attitude and Consumer Perception on Purchase Intention Towards Extended Product. Asia Pacific Journal of Marketing and Logistics, 21(1): 174–194. https://doi.org/10.1108/13555850910926317

Esch FR, Langner T, Schmitt BH, et al. 2006, Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases. Journal of Product & Brand Management, 15: 98–105. https://www.semanticscholar.org/paper/Are-brands-forever-How-brand-knowledge-and-affect-Esch-Langner/25ace34dcfbd66fbe6cf246aaebfbc3ec4feed6e

Dolega L, Rowe F, Branagan E, 2021, Going Digital? The Impact of Social Media Marketing on Retail Website Traffic, Orders, and Sales. Journal of Retailing and Consumer Services, 60(5): 102501. https://www.sciencedirect.com/science/article/pii/S0969698921000679