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E-commerce has been developed for more than decades. In recent years, with the improvement of network bandwidth, the development of global cross-border e-commerce has been accelerated. Due to the limited scale of the Taiwanese market and the competition of the international e-commerce platform giants, it shows a trend Taiwanese market is becoming Red Sea Market. If Taiwanese operators only run the domestic market, they will fall into the drawbacks of falling market share and shrinking profits. Therefore, the business model of cross-border e-commerce has become a topic that Taiwan e-commerce platform operators have to face. E-commerce in Europe and the United States is relatively mature compared with Taiwan. If the Taiwanese operators want to expand to there, that is a high level of difficulty, the relatively backward Southeast Asian market is a good choice for Taiwanese operators to go overseas. However, the success of cross-border e-commerce is closely related to the business model, therefore, this study is aimed at cross-border e-commerce business models. Make use of case interviews to collect the information of nine major components： Customer Segments, Value Propositions,
Channels, Customer Relationships, Revenue Streams, Key Resources, Key Activities, Key Partnerships and Cost Structure, think over the case’s business scale and the characteristics of Southeast Asian market, and then analyze and evaluate, finally find out the success opportunities of the case.
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