This chapter describes procedures you can adopt to help reduce your risk of fraud. We strongly suggest that you consider the procedures described in this chapter, and implement those with specific relevance for your type of business.
Your managing fraud procedures should incorporate some of the checks described in
Checks to Make.
Note that trading rules can affect the level of risk you are exposed to.
For example, you cannot refuse to sell on the basis of the cardholder country alone – in such a case you will need to review the other details before you can say “No”.


Define Your Risks
You should define the fraud risks specific to your business and use them when developing your managing fraud procedures. The risks will depend upon various factors, such as, the type of business or industry you are in, the type of goods or services you supply, their price level, the countries you deliver to, etc.
You are at greater risk from fraud if you supply high value, branded or otherwise easily traded consumer products that are easy to transport and store.
New enterprises that are not well known retailers also tend to attract fraudsters, who speculate that the merchants will be inexperienced. Similarly, in the service industries, those services that seem easy to deny having been booked or received also rank highly for fraud risk.
There are many other areas for you to consider, a few are listed below:
 your order acceptance risks – for example, so that you review all orders above a certain amount
 your delivery risks – for example, so that you only provide immediate shipping to shoppers you feel very sure about, such as those who have traded with you before and have a good record, or you may decide to immediately ship all orders below a certain value if the automated tools do not provide alerts
 your chargeback history – if you are experiencing too many chargebacks you may need to reassess your some or all of your existing procedures – perhaps you should adopt a procedure so that your chargeback history is reviewed at regular intervals.
You should be aware that high chargeback/fraud levels could affect our ability to provide you with a payment service because of card programs rules relating to excessive chargebacks/frauds.


Order Acceptance
Adopt an order acceptance procedure, which includes an accept, review, reject process.
There should be no doubt about which orders can be filled immediately and which should be reviewed. You could include some or all of the following:
 establish the criteria for which orders you will accept – for example, orders below £15 where both Address Verification and Card Security Code match
 establish the criteria for which orders should be reviewed – for example, all orders over £75, and all orders with either Address Verification or Card Security Code mismatch
 establish the criteria for which orders should be rejected – for example, all orders over £75 where both Address Verification and Card Security Code mismatch and the delivery address differs from the billing address.
Capture delay can be used to provide additional time for you to check orders before capturing the payment.

Respond to Alerts
Adopt a procedure, tailored to your business, that specifies how you will respond to alerts.
For example, you may want orders with Caution alerts to be filled if the order value is below a certain limit, but want a review of all orders with Warning alerts, regardless of the order value.
An alerts procedure can be quite simple, such as the one shown below.


Screening
Adopt a screening procedure that clearly identifies and blocks risky names, email addresses and IP addresses, etc.
As part of that procedure you should specify the conditions under which you carry out updates to the referral lists in the Risk Management Module. For example, every week or as soon as you have information about a suspicious name or IP address.
Consider including the following checks in your screening procedure:
 Name and Contact Checks
 Email and IP Address Checks
 Country Checks
Contact us if you want to restrict high-risk countries.

Payment Methods
Adopt a procedure that specifies the acceptance level for each payment method you select.
Select your payment methods in accordance with your risk; consider their specifications and acceptance level in your target audience. Make sure you understand the specifics of each method. For instance, some card schemes do not support Authentication and, hence, do not support Chargeback Liability Shift, which means that you are always liable for chargebacks rather than the card issuer.
Note that future changes to legislation may affect payment methods for certain kinds of online business. For example, recent legislation in the USA has banned credit card payments for online gambling.


Customer Registration
If you have specific risks and your target customer group will tolerate it, then you might consider an enforced registration procedure for new customers that will exclude some of the potentially riskier shoppers. For example, allowing a probation period during which customers build up a payment history.
Predefine and publish the conditions for registration and for upgrade to full membership.
For example, include: the minimum number of orders; the minimum time frame as a customer; and similar.
If incidents do occur, move the customer in question from your client list to a suspense file, against which new orders can be checked.
Consider including the following items for registration:
 require full name and address details – do not accept free ISP-addresses (@hotmail and such), since no registration with these providers is required and consumers therefore remain untraceable
 require registration in current telephone directory (for ex-directory applicants ask for phone bill details)
 do not accept only mobile phone numbers
 offer limited choice of payment methods initially
 limit the acceptance level per payment method
 set maximum amount/value per order for the first (few)orders
 deliver goods to the customer’s registered home address only
 insist on receipt by this registered shopper, proper identification, and physical presentation of the card.

Delivery Procedure
Adopt a delivery procedure, including, for example, some of the following – depending on your risk:
 limitations to the countries where you deliver
 deliver to the registered shopper only
 ask for faxed identification (driving license, utility bill) beforehand if the person receiving the goods will be a person other than the registered shopper
 retain proof of delivery for at least 12 months
 instruct carriers to never leave a delivery at the door, especially if instructed to do so by the shopper and/or if it is a high value order – this may be an indication that a criminal is using some unwitting person’s house as a drop-off point
 when delivering a private purchase to the shopper’s office address, only deliver to the shopper personally – use a signed for method of delivery and clearly mark the packaging with instructions that only the shopper should sign for it
 never deliver to generic addresses such as office buildings, post offices, airports, railway stations, industrial areas, without specific information on the recipient’s exact location and identity – if you do decide to deliver, insist on full identification and if possible only accept irrevocable payments for these orders
 only provide immediate shipping to shoppers you feel very sure about, such as those who have traded with you before and have a good record.

Website Warning
State clearly on your website that, in case of fraud, the proper authorities will be informed and legal action will be taken.
Communications
Ensure that all personnel involved, including external suppliers, such as delivery and parcel ser
vices, as well as your own staff, are fully aware of your procedures and their importance.
For example, ensure that your delivery service knows that they should not leave goods on the doorstep, if this is a part of your delivery procedure.

在线销售的商家每天都会面对来自互联网的不少的订单，在控制网上销售的风险的时候，商家要对那些可疑的订单有敏感的触觉，能够及时的发现，并分析识别他们。所以本书的笔者强烈建议读者考虑的在本节中给出的经验总结，并参考自身的业务，将其应用到自己的业务中。
一、电子邮件检查
Email
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures:

email – free-site email addresses (for example, noname@mail.com), carry a higher risk than those provided by an ISP that require the user to register properly (for example, noname@aol.com). Free email also offers a route to create a convincing looking address such as drwatson@consultant.com.

check email addresses – try opening the domain of the email in a browser (such as, www.consultant.com in the above example). You may find the domain isn’t registered or is registered in another country.

If the domain looks ok, send an email to the email address supplied to confirm that it exists, if it doesn’t it may be returned by your email server as undeliverable.
Note that the delay before the response is received depends on your email server and may be several hours, to determine the typical delay you should send some test mails to non-existent email addresses.

Shoppers often make mistakes when entering their email addresses and some of these are easy to pick up, such as another character where the ‘@’ symbol should be, misspelling of .co.uk, .com, etc. You may also be able to detect obvious misspelling by comparing the name with the email address.

If you aren’t able to identify an obvious problem and if the email address cannot be delivered, you should try to contact the shopper on the telephone number provided.

二、IP地址检查
IP address – the IP address is a unique identifying number given to a PC, usually by an Internet Service Provider (ISP), when it connects to the internet. An ISP will reuse IP addresses as users connect and disconnect but the addresses will always be from a specific range allocated to the ISP.

Check the IP address supplied on the order confirmation with Free IP Address Lookup at http://www.ip-to-location.com/free.asp and verify that the IP country matches the billing country.

The Risk Management Module enables you to automatically block transactions from IP addresses that you know from experience have been associated with fraud in the past. As IP addresses are re-used, blocking a single address is usually a short-term remedy as the shopper can reconnect to the ISP and get a new IP address. Screening a range of addresses is much more powerful.

However, blocking any address should be approached with caution. You could easily block a very wide range of addresses and accidentally include a significant portion of another ISP’s users such as AOL.
三、地址检查
Address Checks
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures.

Address checking is a very useful measure. A fraudster who has obtained card data by copying elements from a card will not usually have the genuine user’s billing address so must invent one.

The following are indicators of elevated fraud risk:

 a shopper who provides an incomplete billing address
 a shopper who refuses to confirm their credit/debit card and billing address details to you
 delivery address not the same as the billing address
 an export delivery address, particularly to certain countries (please refer to the table in Country Checks for a list of high risk countries)
 temporary address such as a hotel or boarding house
 check the shopper name with Directory Enquiries http://www.bt.com/directoryenquiries/ dq_home.jsp (UK) and http://www.infobel.com (outside the UK) to verify the address and telephone number.

None of these indicators are absolute evidence of fraud. For example, a shopper could be on holiday, in which case the delivery address may not match the billing address.

Small discrepancies in shopper address/location information carry a lesser overall risk, as shoppers often make minor errors when entering their details.

四、订单检查
Order Checks
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures:

 a shopper ordering unusually large amounts of an item without any preference for the size, colour, make or model
 an existing shopper who suddenly orders an unusually large volume of goods
 a small order or, conversely, a big order
 top-of-the range item or multiples ordered
 a repeat order shortly after the first, which is in itself unusual
 call the phone number to confirm the order details and check that the number and shopper exist.
If it is normal for your shoppers to buy from you repeatedly in a short period of time, and you correspondingly receive false alerts from our Risk Management Module (RMM), please contact us and we will review your alert parameters.

五、发货检查
Delivery Checks
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures:
 a request for fast delivery has been made
 where the delivery cost is immaterial – genuine shoppers are often reluctant to pay for expensive delivery options
 delivery address not the same as the billing address
 an export delivery address, particularly to certain countries (please refer to the table in Country Checks for a list of high risk countries)
 temporary address such as a hotel or boarding house
 instruction to leave goods on doorstep (or similar).
六、国家检查

Country Checks
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures:
 a shopper whose billing country does not match the country in which the card was issued – this particular result is shown on your email confirmation, and in the Merchant Administration Interface
 in addition, take care if a shopper purchases their goods/services from, or requests delivery to one of the countries shown in the table below.
If you are having specific issues with fraud from one or more countries you can request to add more country restrictions to your Risk Management Module. A country restriction

Countries with a high incidence of fraud:
Bulgaria Cameroon Egypt Gambia Ghana Indonesia Iran
Israel Lithuania Malaysia Morocco Nigeria Pakistan Romania
Russia Turkey Ukraine Vietnam Yugoslavia

can stop all future orders where at least one of the following shopper details matches your country criteria:
 billing country
 card issue country
 IP country.
Note that this may only be requested as an anti-fraud measure, it must not be used as part of a business process, that is, to limit your orders to regions where you have shipping options available.

七、模式检查
Pattern Checks
The following checks can help to identify a fraudster, consider implementing them as risk indicators in your managing fraud procedures:
 unusual buying patterns by the shopper – for example, unusually frequent purchasing
 fraudsters often make repeat purchases and some part of the order detail is usually common – for example, the same email address.

This chapter describes the checks you can make as part of your managing fraud strategy.
We strongly suggest that you consider the checks described in this chapter, and to implement those with specific relevance for your type of business.
The checks can be incorporated into your managing fraud procedures, please refer to Procedures to Adopt for more details.
Note that when you identify high-risk names, email addresses and IP addresses by using the checks, you can update the referral lists in the Risk Management Module to provide blocks against them.

Name and Contact Checks
The following checks can help to identify a fraudster, you should consider implementing them as risk indicators in your managing fraud procedures:
 a shopper whose name is not correctly formatted and/or shows nonsense details
 a mobile phone as the contact number
 check that the area code of the phone number matches with the address by using one of the free web-based look-up programs such as (UK only) http://www.ukphoneinfo.com/section/tci/locator.shtml
 check the shopper name with Directory Enquiries http://www.bt.com/directoryenquiries/ dq_home.jsp (UK) and http://www.infobel.com (outside the UK) to verify the address and telephone number.
Small discrepancies in shopper name and contact information carry a lesser overall risk, as shoppers sometimes make minor errors when entering their details.
The Risk Management Module enables you to automatically block transactions from specified cardholder names.

收汇方式篇–全球各地区的收款习惯！

◆美国地区 的消费者习惯并熟悉于各种先进的电子支付方式。网上支付，电话支付，邮件支付等各种支付方式对于美国消费者来说都不陌生。同时PAYPAL也是美国人异常熟悉的电子支付方式。与美国做生意的中国商家，熟悉这些电子支付方式，是做美国生意必须了解的方式，一定要习惯并善用利用各种各样的电子支付工具。我们的经验是美国是信用卡风险最小的地区。来自美国的订单，因为质量的原因引起纠纷的案例并不多。
　　
◆欧洲地区和美国地区的电子付款方式最大的区别是欧洲人并不是那么喜欢采用PAYPAL ，欧洲人最习惯的电子支付方式还是 VISA / MASTER ，同时他们熟悉的电子账户是moneybookers。 根据我们的经验，欧洲和中国商户联系比较多的国家地区包括英国 \ 法国 \ 西班牙 。相比较而言，同西班牙的贸易具有比较大的风险。想了解欧洲人的付款习惯，请联系我们的专业咨询团队。
　　
◆日本地区本地电子付款方式以手机付款和信用卡付款为主，日本人自己的信用卡组织为 JCB，但一般日本人都会有一张visa/master 卡。 同其他发达国家相比，日本与中国的贸易在网上没有那么发达，但线下日本人在中国的消费还是非常活跃的，我们提供收汇宝的POS通道，为您提供与日本人面对面的收款方式。
　　
◆东南亚地区在中国电子支付消费较少， 如果用电子收单的方式接收东南亚地区的跨国支付存在较大的风险.我们开发的风险宝一定程度上可以屏蔽掉恶意诈骗的订单.，但是，做为直接面对客户的您，一旦接到东南亚订单，还是要请三思而后行，多与我们的服务人员联系，尽量减少您的经营风险。
　　
◆做为与非洲人做贸易的商户来说，拥有合适的收款通道是必备的商业工具。 非洲商户习惯于通过信用卡支付款项。深圳电信与海外公司展开合作，使您免除开立海外帐户麻烦手续，也可收取海外款项。
　　
◆做为与大洋洲商人做贸易的商户来说，拥有合适的收款通道是必备的商业工具。 大洋州商户习惯于通过信用卡或PAYPAL电子帐户支付款项。深圳电信与海外公司展开合作，使您免除开立海外帐户麻烦手续，也可收取海外款项。

现在个人做外贸的还是采用传统的收汇方式 西联、T/T。这些适合几千到几万美金的交易。但零售商家的
交易通常只有几十到几百美金呢？还是用这两种方式收汇？我个人觉的是不太适合了。一来是老外要经常
为了这的小金额跑银行汇款，累！二来手续费用也相对高了。老外办事大多是讲究办事效率的。做生意有些是比较爽快。除非他只对你的产品感兴趣，不然不会为了你专程跑银行给你汇款。我们可以分析一下现在老外喜欢采用什么方式来交易。对。比较喜欢用PAYPAL和VISA MASTER信用卡来付款。因为这是国际电子帐户，可以在线完成支付。我认识很多做外贸的朋友，都是个人做的那种，当中发现一个问题，就是能提供在线支付工具的会比不能提供在线支付工具的得到的询盘多，能收PAYPAL和VISA MASTER的汇款的比不能收取的成交量要更多。这就是区别！做生意应该走在前列。只有顺应了潮流你才能在市场里得到更多的回报。几个月前我就开始对这些国际电子付款开始了解。

零售外贸是怎样赚钱的？！
几年前，我在深圳是个高级网页设计师。有一次在一个论坛的帖子里受到启发，业余时间做起零售外贸了。
首先简单说下什么是零售外贸（又说个人外贸、外贸SOHO，我觉得零售外贸最贴切），零售外贸就是你开个英文（日、韩等）网店，把你的产品直接卖给国外的买家。收款用Paypal或者visa信用卡，运输用EMS或DHL,UPS等。零售外贸有上手容易，不用了解实际外贸进出口业务，利润高，经营产品范围广，可以兼职等特点。唯一的缺点是不能靠这个一夜暴富，这是个需要勤劳致富的行业。零售外贸努力做每月几千到几万的利润都是可以实现的。
近年来美元贬值太厉害了，在汇率风险的大环境下，正规外贸越来越难做，而零售外贸凸显灵活和高利润等特性。
你可以是从英文ebay里起步（很不推荐！后面接着我会写原因），也可以直接自己建英文外贸网店。做外贸网店究竟是怎样赚钱的呢？我会把我自己的网店作为案例写在这里。

2005年初，我首先尝试的是“零库存外贸”。
简单说“零库存外贸”，就是我不投资进货。我在淘宝上选了可以卖给老外的商品，更新在我的网店里，老外下订单支付货款，我再从淘宝买进来直接发货给国外买家。
零库存外贸是不得已而操作的，因为那时候是试探性，不想投资在里面，而且是兼职干这个。首先我做了一个英文的网店，租了美国的服务器空间，申请了一个国际域名，产品选择了定价范围比较宽的民族文化和工艺美术品，我的想法是做这些商品，价格浮动空间很大，毕竟艺术无价，老外更不懂了。我从淘宝上找了几家钻级卖家，分门别类翻译成英文更新到我的网店里。然后我又注册了Paypal账户用来收款，联系了EMS,DHL等国际快递代理，拿到了折扣价格表。网站设计、推广、开发我都可以自己完成，于是网店开张。
不到2个月，我有一单了，现在我还记得清晰，是一箱子毽球。这个单赚得不多，从运费上赔了，净利润只剩不到300元人民币，即使这样我仍然有强烈的喜悦感。第一次的经验告诉我，运费计算要准确，只能多收不能少要！怕挤压的产品更要注意！
我先贴个图，这个图是我网店的很典型的一笔订单。

上图我这单一共收入了$196.7美元，paypal扣费$7.95，实际收入$188.22美元。收入中还包括EMS多收的运费。
而我的成本是：
笛子+太极扇+功夫鞋 ￥80+￥60+￥130=￥270元人民币。
$188.22-￥270=我的净利润。
就算按照现在的汇率，我也至少赚了1000人民币。
我的这第一个外贸网店现在还在运营，英文叫ChinaManner，现在属于我的Sohopay旗下。
因为Chinamanner销售定价很高，订单很少。Chianmanner每个月订单平均在二三十个左右，淡季有时候每个月不到十个，而在圣诞节前订单会多很多。而定价高的另一个好处是，美元怎样贬值都不会亏本。按2007年全年的利润平均下来，保守点说每个月平均收入人民币七八千元。对一个公司来说这个收入让人耻笑，可对于个人卖家来说是有一定吸引力的！如果你牺牲高利润，走起量来，虽然辛苦，但肯定比我的这个店成绩好的多。
当然我早已不单单只做这一个零库存外贸网店了，我现在引进了很好的几种商品，注册外贸公司针对日韩做进出口贸易。然而，我真的是很喜欢零售外贸的模式，同时我认为发展会越来越广阔。
这单细心点的朋友会看到没有运费。
实际的笛子、太极扇、功夫鞋的价格包括了发货到北京EMS代理公司的国内快递运费。
而$188.22里包括了老外支付的EMS运费。
其中我忘记加入北京EMS快递代理公司发货到法国的运费，就是我的利润再减去这个费用，好像是200多人民币。
2006年，我从深圳撤回大连。
像我这样的大变化，仍然不会影响我经营的外贸网店。大连是个好地方，对日韩进出口贸易机会很多，而且翻译人才也很容易找。我和朋友搞了科技公司和外贸公司，决定下半辈子就做这个事情了。我知道，一个人一辈子只做一件事，就会成功。我们分两条发展线路，一条进出口外贸发展路线，一条外贸Soho一条龙服务路线。我本性是喜欢设计和技术的，我站在外贸服务的发展路线上。
我不是一个靠保守经验赚钱的人。每个人问我我都会如实告诉他我知道的东西。接下来我会将零售外贸涉及到的一些简单的经验和思路写下来，希望对想了解这行的朋友有所启发。
也许对某些专家完全是没有价值的，但是我也希望看到新的想法和经验，一起学习一起进步。
我预备的10个话题：
1、零售外贸/个人外贸卖什么东西能赚到钱，我没产品也可以做么？
2、是进ebay好还是自己搞外贸网店？
3、外贸网店要设计成什么样的？
4、如何在美国测试访问我网店的速度？
5、不会外语就做不了么？
6、最基本的投资成本预算是多少？
7、不得不提的Paypal和VISA信用卡支付通道。
8、网店怎样符合SEO标准？SEO和美观的设计冲突么？
9、俺想同时支持批发怎么办？
10、推广的关键是看订单数量，不要看IP访问量，你不是靠信息赚钱的。
1、零售外贸/个人外贸卖什么东西能赚到钱，我没产品也可以做么？
根据我有限的经验，只要国际快递清关没问题的东西，都能卖给老外赚钱。
通常你选择的容易赚钱的商品，已经有很多老卖家在ebay或者自有网店上卖了好多年了。这个时候不要放弃，世界有多大需求就有多大，不怕同行多就怕不努力。
实物商品，从大类上分，有以下几种：
工艺美术品、民族文化用品、中国功夫用品、服装鞋帽、电子产品和配件、珠宝首饰、纪念品、乐器、陶瓷、摆件挂件、收藏品等等。这些分类每类恐怕都有一些学问。举例：书画是不能快递出关的，但是有他办法。
虚拟商品范围较小，但是做起来很有意思：
软件、民族音乐、视频教程、网游相关、服务等等所有虚拟的和有价值的东西。
那么“我没产品也可以做么？”就是两种答案：零库存外贸(对逢?)；虚拟商品。
我先说第5个话题。
不会外语是不是就做不了零售外贸？
不会外语肯定不能完成正常的外贸工作，假如真的有很好的产品或者服务的话，但是也不能就放弃不做了。
1、不会外语可以找国外同行网站直接拷贝修改。不过至少要用下翻译软件或翻译网站将商品描述和自己的商品对应上。真一点不会的话恐怕只要找个二级水平以上的帮帮忙就成。
2、零售外贸有个特点，国外买家很多看明白了商品图片和描述以后，不会再问来问去或者向你砍价，他们通常直接下订单付款，然后就等你发货了。你只要向后台生成的订单地址发货即可。顺利的话你一个字都不用和国外买家讲。
根据我有限的经验，国外零售买家与卖家沟通次数的顺序是这样的：大多数不与你沟通、一部分发email咨询、少一点的使用MSN等线上通信工具、直接打电话给你的很少。
不会外语的话，你需要找朋友帮忙回复买家咨询或者付钱委托翻译工作者参与。我这里有翻译工作者可以提供非常合理的翻译服务，就是按照实际参与翻译的成功订单收取比例翻译服

现在做外贸，无论是soho或外贸公司,感觉有条“尾巴”总是甩也甩不掉—–那就是paypal
无论你是自己开了业务网站，还是b2c或c2c，也无论你是在哪个国家，客人一进门马上就问：“接受paypal吗？”如果没有，可能他会退而求之问你有没有信用卡收款。不接受在线支付的店铺等于在自家门外挂了个大牌子“closed（停业）”。再想怎么招呼也没有多少人理你了，绕来绕去最多也是以前积累下来的那两个老客户。没有办法，市场面前无硬汉，接受吧。在使用一段时间的paypal之后，感觉不对了，原来paypal在中国大陆无法直接提现，要申请支票或电汇到国内银行，手续费3.9%加每提一笔35美金。在从银行提款好像还要5USD。我狂汗，差不多8%的费率了。提款还要留差不多25%左右的钱在里面才行，否则帐户自动冻结。原来paypal对买家保护是最有力的，也就是对卖家是最严格的，只要有人投诉，你的帐号都可能被封，不管对方是以什么理由拒付，就算是无理取闹也可以，paypal也会先冻结你帐户。老外爱用paypal可能还有另外的原因，虽然paypal帐号是与信用卡相关联的，paypal的信用体系却是相对独立的，paypal能够做到拒付和理赔都与信用卡无关，这样做的好处不会影响到客户的银行信用记录，，难怪老外敢无理取闹。唉，paypaL帐号被冻，就算能够解冻，可好不容易吸引过来的客户也跑了（原因是你交易有问题，不值得信任）。做外贸大忌。针对老客户，收款帐户不能老变动，用paypal走走停停，断断续续，不是商家首选。
后来我通过朋友知道了 国内目前有条支付通道能在线收信用卡Visa.Master收款。而且是能做非3D的（注：3D就是经过银行验证 非3D就是没有经过验证的. 老外的信用卡3D跟非3D的比率是1：9）。

从lightinthebox到mypurseworld看外贸B2C的两端

在外贸B2C圈子里，有两家比较有名的网站，一家是lightinthebox，另一家是mypurseworld，这两家刚好处于外贸B2C行业的两端。我这里所说的两端，是指网站的运营思路和盈利思路来讲的。

lightinthebox以国内的3C产品为主，这些产品毛利相对来说比较低，虽然业务量多，但盈利较少。这是目前我们国内做普通产品的外贸B2C的大多数情况。其盈利主要来源于制造成本的低廉与价格差。

mypurseworld以replica产品为主，这些产品毛利都比较高，但是局限于市场各个方面的不稳定性，所以业务量不会一直增长下去。这是另外一端，这一端的B2C网络销售商家也非常多，他们通常都会在发展到一定规模后遇到各种各样的困难，而且这些困难并不是那么容易解决的。最重要的一点是，很多经营replica产品的B2C商家最后会发现，他们会遇到生产供应和客户流失的瓶颈。这种平颈是永远无法解决的。

我个人认为，外贸B2C方面的产品还远远未被发掘，有很多产品将涌现出来，这些产品将是那种与传统产业结合，有创意，有附加价值的或个性化的定制产品，同时这些产品同时将是高利润的。