This is an old question, but the answer is changing. In the early days of cross-border e-commerce, it was tacitly assumed that one should start with major platforms because they have traffic. However, now that platform traffic is becoming increasingly expensive and rules are becoming stricter, the value of independent websites is being rediscovered.

The core advantage of an independent website is that "the customer is yours". Users recognize your brand, not the search ranking of a certain platform. Coupled with a purchasing system, you can accumulate members, review data, and control the pace, which cannot be achieved by a platform store.

Of course, independent websites have their shortcomings: you have to attract traffic and build the backend yourself. Fortunately, tools like Taocarts simplify the backend by integrating features such as multilingual support, multiple currencies, logistics tracking, 1688 procurement, and automatic purchasing, so you don't have to reinvent the wheel from scratch.

My suggestion is: for platform stores, focus on cold start and product testing, while for independent websites, concentrate on accumulation and brand building. As reverse overseas online shopping progresses to the mid-to-late stages, an independent website becomes almost a must-have. Only by walking on two legs can we walk steadily. The value of the procurement system lies in making procurement less reliant on human memory. By stocking goods in overseas warehouses, delivery can catch up with local e-commerce.