From the perspective of economic globalization, B2C cross-border e-commerce has emerged as a promising sector. Industries can leverage internet platforms to engage in international trade, exporting goods or services overseas to expand their global influence. However, this model also presents challenges. Many cross-border e-commerce businesses lack comprehensive global operation strategies, relying solely on B2C platforms for marketing. International consumers exhibit cultural differences and consumption habits that make domestic brand strategies insufficient for global marketing needs. The industry faces compliance risks and data security threats, potentially causing financial losses. Additionally, many companies fail to establish effective talent acquisition and development models, leading to talent shortages that undermine cross-border marketing capabilities. To align with globalization trends, the cross-border e-commerce sector should innovate based on B2B operational characteristics to ensure sustainable development. This article examines the current status and challenges of B2C cross-border e-commerce under economic globalization, and proposes innovative development pathways to enhance China’s B2C cross-border e-commerce capabilities and support industry growth.