Carbon Neutrality as a Strategic Lever in Cross-Border E-commerce — The Case of AliExpress and the Four-Dimensional Low-Carbon Competitiveness Framework

This paper explores how carbon neutrality commitments reshape competitive dynamics in the global cross-border e-commerce sector, using AliExpress as a case study. By integrating policy, market, and financial perspectives, the study reveals that carbon neutrality is no longer merely a compliance requirement but has evolved into a strategic instrument for market share expansion, cost structure optimization, and ESG-driven financing advantages. The paper develops a Four-Dimensional Low-Carbon Competitiveness Framework, encompassing green logistics, digital energy efficiency, product sustainability, and low-carbon ecosystem collaboration. Empirical findings demonstrate that AliExpress achieved a 60% growth in market share and significant profitability gains by adopting smart logistics, carbon labeling, and ESG compliance strategies. Managerial implications include guidelines for technology investments, policy risk hedging, and consumer education. The paper concludes with policy recommendations for regulators and international organizations to establish global carbon data interoperability and certification systems. Limitations and future research directions are discussed, emphasizing regional applicability, technological evolution, and consumer demographic heterogeneity.