How does Newegg use AI tools to crack the "three difficulties" in cross-border e-commerce operations? | AI Competitive Interview

[Ebrun Original] When a Chinese cross-border seller uses AI tools to automatically generate 100 multilingual product descriptions and manages inventory on 8 e-commerce platforms simultaneously, behind this is Newegg's determination to transform the traditional cross-border operation mode with AI, upgrading labor-intensive and inefficient processes to data-driven intelligent operation. As a North American technology e-commerce enterprise with a history of more than 20 years, it is also evolving from a "sales platform" to an "intelligent infrastructure service provider" by providing sellers with an AI tool matrix.

Its killer application is the SaaS-level AI operation management system SellingPilot developed independently. Through automation, intelligence, and ecological integration, it helps sellers solve three major challenges:

1. Suffering from multi-platform management: Cross-border sellers often need to switch operations on platforms such as Amazon, Walmart, and TikTok, and manual order processing is inefficient. SellingPilot provides unified authorization management to realize one-click transfer of product information and order automation processing;

2. Struggling with content generation: Processes such as creating product copy, scene image production, and keyword optimization often consume a lot of operational manpower. By integrating AI tools such as GPT-4o and Stable Diffusion, SellingPilot can automatically generate multilingual descriptions, synthesize scene images, and help sellers quickly adapt to different market demands;

3. Facing challenges in logistics and fulfillment: The intelligent warehousing system connects mainstream logistics providers in North America and greatly shortens the fulfillment cycle and improves inventory turnover rates through algorithm-optimized inventory allocation.

Newegg also leverages AI technology to provide better operational assistance for merchants in user insight, customer service, and marketing promotion. For example, in terms of data analysis, using AI to instantly detect user comments and competitor dynamics, automatically extracting emotional tendencies from user comments, identifying the pros and cons of products, and helping sellers quickly adjust strategies; In terms of customer service, Newegg's AI customer service system can accurately identify customer emotions, automatically associate order information to generate reply suggestions, greatly improving service efficiency and customer experience. In addition, Newegg has introduced deepfake technology to bring innovative changes to cross-border video production and video marketing.

According to Newegg, AI applications are intensifying industry differentiation in the field of cross-border e-commerce. Leading companies have built AI decision-making systems to form a closed loop for real-time price adjustments, intelligent investment, and trend prediction, while small and medium-sized sellers are stuck in "fragmented AI tools", with most of them still focusing on basic functions such as keyword optimization. In the future, AI will drive cross-border e-commerce into a new era, and the application of AI by enterprises will be upgraded from "efficiency tool" to "decision-making brain".

Under the theme of "What AI Competitiveness Do Global New Brands Need", Ebrun combed through and conducted a series of interviews with numerous cross-border enterprises to share how they are applying AI technology to improve the level of service for overseas enterprises, helping them enhance comprehensive competitiveness. Below is the interview content of Ebrun with Luna, General Manager of the Application Software Division of Newegg China Region, edited and arranged.

Ebrun: Please introduce your company and main business.

Luna: Newegg, established in 2001, is a US Nasdaq-listed company headquartered in Los Angeles. It is an e-commerce platform specializing in technology products. With more than 20 years of development, Newegg has accumulated over 47 million loyal high-end consumers and has gained widespread recognition in the North American market due to its high average order value, high repurchase rate, and low return rate. The platform mainly sells computer hardware, consumer electronics, and smart home products, and is favored by geeks, gamers, and professional users.

Since 2020, Newegg has initiated a third-party seller recruitment plan in the China region, providing one-stop localized overseas services for sellers. This includes entry guidance, store operations, cross-border logistics, overseas marketing, SellingPilot AI operation management tools, and comprehensive support to help sellers improve operating efficiency and enhance market competitiveness, better seizing the North American market opportunity.

Our main business is divided into two major categories: platform third-party seller recruitment, empowering Chinese cross-border sellers to go global and, through our self-developed AI operation management tool SellingPilot, helping sellers reduce operating costs and enhance their competitiveness

Ebrun: What are your product and its core application scenarios? How do they help global brands/overseas enterprises improve competitiveness?

Luna: With a deep understanding of Chinese cross-border sellers, our core technical team has independently developed SellingPilot, a SaaS-level AI operation management tool for cross-border e-commerce sellers, integrating e-commerce ERP, AI tools, warehousing and logistics, intelligent customer service, and browser plug-ins. It is not only adapted to Newegg's platform seller service system, but it also connects to mainstream e-commerce platforms such as Amazon and Walmart, comprehensively improving operating efficiency and reducing operating costs.

In terms of application scenarios, SellingPilot first solves the problem of multi-platform management. Cross-border sellers usually need to operate on multiple platforms such as Amazon, Walmart, and TikTok. Manual operations are inefficient and error-prone. SellingPilot provides unified authorization management, realizing one-click transfer of product information and automatic order processing.

Secondly, the AI tool matrix has greatly improved operating efficiency. In traditional cross-border operations, product copywriting, image production, keyword optimization, and other processes are highly reliant on manpower and time-consuming. SellingPilot integrates high-capacity AI models such as GPT-4o and Stable Diffusion, which can automatically generate multilingual product descriptions and synthesize scene images to help sellers quickly adapt to different market needs.

In the warehousing and logistics aspects, we have integrated with mainstream logistics aggregators and overseas warehouses in North America to greatly shorten the logistics and fulfillment cycle through intelligent distribution rule optimization, improving inventory turnover rate significantly.

Overall, SellingPilot completely rebuilds the traditional cross-border operation mode with automation, intelligence, and ecological integration, helping sellers stand out in the fiercely competitive global market.

Ebrun: What changes have large-scale AI models and generative AI technology brought to your products?

Luna: The rapid development of large-scale models and generative AI technology has brought revolutionary innovation and upgrade to our products. Taking data analysis as an example, AI technology allows us to instantly gain insight into user comments and competitor dynamics. Traditional methods require manual sorting and analysis of data, which is time-consuming and prone to missing key information. Now, AI tools can automatically extract the emotional tendencies from user comments, identify the pros and cons of products, and help sellers adjust strategies quickly.

The changes in the customer service field are particularly significant. In the past, cross-border customer service needs to handle a large number of repetitive issues, and language barriers often lead to slow response times. Now, our AI customer service system can accurately recognize customer emotions, automatically relate order information to generate reply suggestions, significantly improving service efficiency and customer experience.

In addition, we have innovatively introduced deepfake technology, which is bringing innovative changes to cross-border video production and video marketing. Through deepfake functions, sellers can quickly generate multi-language versions of marketing videos. One host image can adapt to the localization needs of different regions, significantly reducing the threshold and cost of cross-border live streaming and video production.

These changes have not only optimized product functionality but also reshaped the service model of the cross-border e-commerce industry. The deep implementation of AI technology has shifted operations from being "experience-driven" to "data-driven," making service-oriented products more automated, personalized, and efficient.

Ebrun: How has your technological and product superiority been accumulated?

Luna: Our technological and product superiority stems from years of deep cultivation and continuous innovation in the industry. Newegg has been deeply rooted in the North American e-commerce platform for over 20 years, which has enabled us to accumulate rich experience in e-commerce operations and technological innovation, particularly in the fields of distributed system architecture and big data. These have laid a solid foundation for the development of SellingPilot.

Ecosystem integration is another key point. We have established deep cooperation with mainstream platforms such as Amazon, Walmart, TikTok, as well as multiple North American mainstream logistics carriers and overseas warehouses, thus constructing a globally encompassing supply chain network. This ecological advantage enables SellingPilot to provide seamless multi-platform management and logistics solutions for sellers, which many competitors find difficult to replicate.

Localized support is also a critical factor in our success. Our Chinese team deeply understands the needs of sellers, allowing continuous optimization of product functionality. For example, to address language and cultural barriers among Chinese sellers, we have reinforced the multilingual support of AI tools. These localization initiatives make SellingPilot better cater to the actual needs of sellers.

In addition, data precipitation provides robust support for AI models. The behavior data of 47 million users on Newegg's platform has helped us train more accurate recommendation algorithms and prediction models, further enhancing the intelligence level of the products.

Ebrun: From the industry sector you are in, what is the extent of the application of AI technology and AI tools by global brands/cross-border enterprises? What changes and challenges are involved in this process?

Luna: From the customers we serve, the application of AI technology by global brands and cross-border enterprises shows a clear hierarchical phenomenon. Leading enterprises have already used AI tools on a large scale, which have significantly improved their operational efficiency and market responsiveness.

However, the AI application by small and medium-sized sellers is still in its early stages. They rely more on the basic functionalities provided by service providers, such as keyword optimization and simple content generation, and have not yet formed a systematic AI operational system. On one hand, this is due to the high technical threshold, and on the other hand, it is also constrained by budgets and talent reserves.

Talent shortage is also a widespread problem. Talents who understand both AI technology and have experience in cross-border operations are very scarce, which limits the speed of AI landing for many enterprises. In the future, the industry will need more standardized tools and training services to help reduce the threshold of AI application for sellers.

Ebrun: What are your observations on the application of AI in the field of brand globalization/cross-border e-commerce? What trends do you predict for the coming years?

Luna: From our practical experience in the cross-border e-commerce field, AI technology is profoundly reshaping the operational model of brand globalization. AI will gradually upgrade from an auxiliary tool to a core decision-making system, allowing AI to become the "brain" of enterprise operations, rather than just an efficiency tool.

Overall, AI will drive the cross-border e-commerce industry towards a more intelligent, efficient, and personalized direction. In the coming years, we might see a highly automated, data-driven global e-commerce ecosystem, and Newegg and SellingPilot will continue to play important roles in this process.

AI has entered the commercial reality, with brands and cross-border e-commerce taking the lead. The 2025 Global New Brand AI Competitiveness Conference is scheduled for June 6th in Hangzhou, themed "Evolutionary Choices," jointly hosted by Ebrun and Jia Yu Capital. Stay tuned for updates: