Research on English Translation of Cross-Border E-Commerce Based on Functional Equivalence Theory

With the development of globalization, it promotes the development of cross-border e-commerce. In the exchange and development of international business, the translation of cross-border e-commerce English plays an irreplaceable role and becomes an important means of international business communication. This paper takes the functional equivalence theory to analyze the characteristics and strategies of cross-border e-commerce English translation and puts forward to the corresponding translation strategies, and further demonstrates that Nida's "equivalence" should not be mechanically applied, but should achieve the most natural equivalence.