The shopping experience for Amazon consumers is undergoing a “silent revolution.” RUFUS, the AI shopping assistant launched by Amazon, is changing the way consumers discover and select products — from “searching keywords to find products” to “scenario-based intelligent recommendations.”
Consumers are increasingly used to shopping like this: “I need lighting equipment suitable for outdoor camping” rather than searching for “LED camping lights.” This shift in consumer behavior places new demands on sellers: in the past, short-term play, which relied on smashing advertisements and blindly frequent promotions, may not only increase costs, but may also miss out on new traffic opportunities due to insufficient content quality and poor user experience.

In the burgeoning field of cross-border e-commerce, the role of the finance department is undergoing a revolutionary reshaping. It is no longer a behind-the-scenes supporter, but a strategic decision-making center and business growth partner going to the front office. Its value is reflected in interpreting the characteristics and opportunities of the global market through professional financial language, and driving enterprises from extensive growth to lean operation. Specifically, its work revolves around three pillars: global financial operations, in-depth business analysis, and embedded business partner (BP) responsibilities.