本书根据跨境电商专业人才培养的客观需求编写，旨在响应"一带一路"倡议，为高校教学与企业项目融合搭建桥梁，培养出真正符合产业端需求的应用型跨境电商人才。本书由10个单元构成，分别是"开启跨境电商之路、注册跨境电商账户、网店设置与商品选择、平台内营销、平台外营销、售前服务、售中服务、售后服务、商务沟通和商务合同"。注重跨境电商英语的语言文体特点，既有理论思辨，又注重理论联系实践。让学生能够在较短的时间内，在掌握跨境电商基础知识的基础上,掌握并灵活运用跨境电商英语,提升跨境电商"听、说、读、写、译"的技能与水平。本书既适合作为跨境电子商务专业的教材，也适合高等院校英语专业、商务英语专业和高等院校靠前金融专业、靠前贸易专业使用，还可供企业培训以及社会培训机构使用。

Unit 1Getting Started for Cross-border E-commerce1
Learning Objectives2
Warming up2
Text: Why Cross-border E-commerce is the Future of E-commerce?2
Words & Expressions5
Notes & Terms6
Understanding the text7
Language Work8
Supplementary Reading: Localization—Keys to Cross-border Selling in B2B E-commerce10
Words & Expressions12
Notes & Terms14
Text Comprehension15
Language Work16
Workshop16
References16
Unit 2Registering for an Account18
Learning Objectives19
Warming up19
Text: How to Sell Your Products on Alibaba21
Words & Expressions23
Notes & Terms24
Understanding the text25
Language Work25
Supplementary Reading: Amazon Seller Registration: Everything You Need to Know to Get Started27
Words & Expressions32
Notes & Terms33
Text Comprehension34
Language Work35
Workshop35
References36
Unit 3Store Design and Product Selection37
Learning Objectives38
Warming up38
Text: E-commerce Website Design38
Words & Expressions46
Notes & Terms48
Understanding the text49
Language Work50
Supplementary Reading: How to Choose the Perfect Product for Your E-commerce Store51
Words & Expressions53
Notes & Terms54
Text Comprehension54
Language Work55
Workshop55
References56
Unit 4Inside-platform Marketing57
Learning Objectives58
Warming up58
Text: Marketing for E-commerce58
Words & Expressions61Notes & Terms62
Understanding the text63
Language Work64
Supplementary Reading: E-commerce Marketing Ideas to Drive More Sales66
Words & Expressions69
Notes & Terms70
Text Comprehension71
Language Work72
Workshop72
References72
Unit 5Outside-platform Marketing74
Learning Objectives75
Warming up75
Text: So Media Marketing for E-commerce76
Words & Expressions81
Notes & Terms83
Understanding the text84
Language Work85
Supplementary Reading: Search Engine Marketing87
Words & Expressions90
Notes & Terms91
Text Comprehension93
Language Work93
Workshop94
References94
Unit 6Pre-sale Services of Cross-border E-commerce96
Learning Objectives97
Warming up97
Text: Pricing Strategy for E-commerce 97Words & Expressions100
Notes & Terms101
Understanding the text102
Language Work103
Supplementary Reading: Tips for E-commerce Product Page Copy105
Words & Expressions112
Notes & Terms114
Text Comprehension114
Language Work115
Workshop116
References116
Unit 7On-sale Services of Cross-border E-commerce117
Learning Objectives118
Warming up118
Text: How to Get E-commerce Order Fulfillment Right119
Words & Expressions124
Notes & Terms126
Understanding the text127
Language Work128
Supplementary Reading: How Can Merchants Increase Transparency and Accuracy Around International Shipping Costs?130
Words & Expressions133
Notes & Terms133
Text Comprehension135
Language Work136
Workshop136
References137
Unit 8After-sale Services of Cross-border E-commerce138
Learning Objectives139
Warming up139
Text: Alibaba Customer Service140
Words & Expressions149
Notes & Terms150
Understanding the text150
Language Work151
Supplementary Reading: Developing a Customer Service
Policy153
Words & Expressions157
Notes & Terms158
Text Comprehension158
Language Work159
Workshop159
References159
Unit 9Business Communication161
Learning Objectives162
Warming up162
Text: Business Letters162
Words & Expressions168
Notes & Terms169
Understanding the text172
Exercise172
Supplementary Reading: How's Your E-mail Etiquette?178
Words & Expressions180
Text Comprehension181
Language Work181
Workshop 182
References182
Unit 10Business Contract183
Learning Objectives184
Warming up184
Text: Contracts184
Words & Expressions192
Notes & Terms194
Understanding the text195
Language Work196
Supplementary Reading: How to Write a Business Contract198
Words & Expressions201
Notes & Terms203
Text Comprehension203
Language Work204
Workshop204
References205AppendixSupplementary Glossary206