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Cross-border e-commerce has developed rapidly in recent years and has become a new force to promote China's economic development. Focusing on B2C cross-border e-commerce, the paper firstly introduces the concept of B2C cross-border e-commerce, analyzes its current situation and the influence of B2Cexport cross-border e-commerce on China's small and medium-sized enterprises (SMEs). Then it sorts out the development and explains the features and advantages of the Wish platform. After that, it puts forward some suggestions on how to operate on the Wish platform as well as the operation process. Finally, a conclusion is reached that B2C cross-border e-commerce has good prospects for development, and it has promoted B2C cross-border e-commerce. SMSEs should seize the development opportunity. Keywords—Wish Platform; Personalization Recommendation; E-Commerce; B2C Cross-border

The Development of Chinese B2C Cross-border E-Commerce-Taking Wish Platform as an Example