Research on the Practicality of English Websites of Cross-border E-commerce from the Perspective of Technical Communication: A Case Study of Electronic Products Introduction of AliExpress

Technical communication has developed rapidly in China with the popularization of the Internet and globalization of the economy. English websites of cross-border e-commerce, a form of technical communication, play an important role in the development of cross-border e-commerce enterprises, which is also one of the significant ways for China to go out to the world. Presently, the practicality and readability of domestic English websites for cross-border e-commerce are poor. This paper takes the “Electronic Products Introduction” of AliExpress as the research object compared with the Amazon platform, discussing the practicability of English websites for cross-border e-commerce in the process of technical communication. Concerning this issue, the authors put forward that the following three principles should be followed when designing English websites: First, mark the brand information of goods. Second, the words used in the commodity introduction should be accurate. Third, the order of commodity information should be orderly, aiming at helping global users get a better understanding of product information, and providing a better user experience, thus promoting Chinese cross-border e-commerce enterprises to go global.