Amid the triple pressures of fading traffic dividends, tightening privacy regulations, and the invalidation of third-party data, the core proposition of brand marketing has shifted from "acquiring traffic" to "cultivating user assets". In 2026, competition in cross-border e-commerce has entered a new phase of "refined operations". With zero-party and first-party data at its core, SmartPush has built a full-lifecycle marketing closed loop covering user reach, conversion, and repurchase. Through in-depth integration of native data and automated operations, every user interaction becomes a fulcrum for growth.

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I. Defining the Data Core: Zero-Party and First-Party Data, the "Golden Assets" of Cross-Border Marketing

Zero-Party Data: Data proactively and voluntarily shared by users with enterprises upon authorization, derived from scenarios such as filling out questionnaires, completing interactive quizzes, and registering accounts. Examples include email addresses voluntarily provided by users, service satisfaction ratings, and product purchase intentions.

First-Party Data: Implicit behavioral data independently collected by enterprises through direct interactions with users, such as users' browsing trajectories on brand official websites/stores, product purchase records, and payment conversion behaviors.

Third-Party Data: External data obtained by enterprises from compliant third-party institutions/platforms, which is professionally integrated and processed for corporate use to supplement the dimensions of owned data. Examples include industry development trend data, portrait of core audiences of competitors, and precision targeting data from third-party advertising platforms.

Notably, zero-party and first-party data are not independent but deeply synergistic and complementary. Zero-party data enables merchants to accurately capture users' subjective needs and thoughts, serving as the demand orientation for marketing; first-party data objectively records users' actual behaviors and actions, acting as the behavioral basis for operations. Only the in-depth integration of the two can build a complete and accurate user portrait, laying a solid data foundation for enterprises' subsequent marketing operations and precision reach. This is also the core logic of SmartPush's marketing solution: collect zero-party and first-party data across all touchpoints, then maximize data value through scientific data analysis and governance, making marketing decisions more evidence-based and user reach more precise.

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II. Data Collection: Full Touchpoint Coverage for "Traffic Visualization"

Proactive Acquisition of Zero-Party Data: Lightweight Interaction for Efficient Precipitation of Precise User Information

The core of zero-party data is "voluntary user sharing", so the key to collecting it is to "lower the threshold for user sharing". Overly cumbersome collection methods—such as long questionnaires or excessive information requirements—will likely lead users to abandon the process, resulting in failure to obtain valid data. Centered on this core, SmartPush adopts a model of "lightweight interaction + precise guidance", enabling users to proactively submit key information in a relaxed scenario for efficient precipitation of zero-party data. Specifically, SmartPush offers a variety of lightweight interaction forms adapted to all scenarios of cross-border e-commerce independent sites, allowing merchants to quickly launch zero-party data collection without additional effort:

1. Pop-ups: Merchants can display concise pop-up questionnaires at key touchpoints such as user website visits, product browsing, and imminent exit, with customizable content—for example, only asking for core information like email addresses, product preferences, and target markets. Users can complete submission with just a few clicks, greatly lowering the sharing threshold. For instance, when a user browses a clothing product for more than 30 seconds, a pop-up appears with the prompt "Leave your email to get an exclusive discount for this product". After submitting their email, the user receives a discount coupon, achieving both zero-party data collection and improved product conversion.
2. ‍Lucky Wheel: Aligned with the consumption psychology of cross-border e-commerce users, SmartPush launches a lucky wheel lottery interaction. Users only need to participate in the lottery to have a chance to win benefits such as discount coupons, free shipping coupons, and new product trials, with the prerequisite of submitting basic personal information (e.g., email, birthday). This approach combines "data collection" with "user benefits", not only boosting user participation but also enabling merchants to quickly collect a large amount of precise zero-party data—after all, users willing to participate in the lottery and submit information are mostly potential customers interested in the merchant's products.‍
3. Information Collection Forms: Notably, SmartPush's embedded form function seamlessly adapts to merchants' websites, enabling the quick construction of customizable collection forms without additional development to guide users in proactively submitting key information. Merchants can set collection fields on demand for everything from email addresses for email reach and birthdays for precise customer care, to dressing styles, consumption preferences, target market demands, and identity tags adapted for cross-border product selection and marketing, flexibly matching the scenario needs of different interaction forms.

More importantly, all the above functions are seamlessly integrated with SmartPush's email marketing feature: user-submitted email information is automatically synced to SmartPush's contact list, allowing merchants to directly launch email reach without manual import, realizing a seamless connection between "data collection and precision marketing". For example, after collecting a user's email and product preferences, SmartPush automatically tags the user accordingly. Merchants can then send targeted product emails and discount information, ensuring every email precisely meets user needs and boosting email open and click rates.

Comprehensive Coverage of First-Party Data: Precise Capture to Activate Every Potential User

1. Precise Capture of Authenticated Visitors: When users visit the website with authentication, SmartPush automatically records their full-funnel behaviors—from searching, browsing, and adding products to cart, to placing orders, making payments, fulfilling orders, and repurchasing—forming a complete user behavior trajectory. Dispersed data is managed with unified tags through standardized event coding.
2. Precise Activation of Anonymous Visitors: A major pain point for merchants in independent site user marketing is identifying user identities and behaviors. Many visitors leave the website without leaving an email address, yet a large proportion of this traffic consists of convertible potential users. Under compliance premises, SmartPush tracks visitor data, converting the originally lost 98% of potential users into operable assets, filling the traffic black hole of traditional marketing and driving over 20% data growth.

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III. Data Governance: Native Integration + Two-Way Flow to Break Down "Data Silos"

SmartPush's core advantage lies in its deep native integration with the SHOPLINE ecosystem and two-way data flow with public domain advertising platforms, completely solving the pain points of delayed data synchronization and underutilization with traditional tools:

1. Native Data Integration Within the Ecosystem: Without complex cross-system configuration, event data from SHOPLINE's native plug-ins (e.g., membership system, subscription e-commerce, wish list) such as point changes and subscription contract status is real-time synced to SmartPush through the server, with data accuracy and stability far exceeding third-party integrations.
2. Two-Way Feedback with Public Domain Platforms: SmartPush's two-way linkage with the Meta ecosystem enables efficient circulation of leads and advertising audiences:

• Through the Meta Lead Ads function, leads collected on the Meta platform are directly synced to SmartPush's contact list, precipitating potential customer resources.
• With the Custom Audience function, existing contacts and segmented groups in SmartPush are reversely synced to Facebook and Instagram to create precise custom advertising audiences.

This forms a marketing closed loop of "lead precipitation - audience operation - precision reach", improving customer acquisition and conversion efficiency.

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IV. Scenario Implementation: Data-Driven Precision Operations Across the Full Funnel to Empower Business Growth

The ultimate goal of data collection and governance is "data application"—translating data value into specific marketing and operation scenarios, achieving precision operations across the full funnel, solving merchants' actual business pain points, and empowering business growth. For cross-border e-commerce merchants, core operation scenarios cover five links: acquisition - activation - conversion - retention - repurchase. Backed by precise data, SmartPush embeds data-driven strategies into every scenario, providing targeted operation solutions for merchants, ensuring every operational action is evidence-based and every investment delivers returns.

Customer Acquisition: Precise Targeting to Reduce Acquisition Costs and Boost Ad ROI

The core pain points for cross-border e-commerce merchants in customer acquisition have always been high acquisition costs, low ad ROI, and insufficient user precision. With zero-party and first-party data as the core support, SmartPush achieves precise customer acquisition across the full funnel—from optimizing public domain ad delivery to activating private domain traffic—continuously reducing acquisition costs and efficiently boosting ad ROI.

• Public Domain Acquisition: Merchants can reversely sync segmented user groups to the Meta platform via SmartPush to create exclusive custom advertising audiences, realizing precise targeted ad delivery and abandoning inefficient "spray and pray" strategies to improve ad reach precision from the source. Meanwhile, the platform conducts in-depth analysis of public domain lead behavior data to intelligently screen high-intent potential users, helping merchants focus on core groups for key operations. This ensures every advertising dollar is allocated to high-value conversions, directly improving acquisition efficiency and ad ROI.
• Private Domain Acquisition: With SmartPush's lightweight interaction forms such as pop-up questionnaires and lucky wheel lotteries, merchants efficiently precipitate precise zero-party data on independent sites and proactively activate anonymous visitors, converting originally lost public domain traffic into private domain potential users at an ultra-low operational cost. This further dilutes overall acquisition costs, fully tapping into every bit of ad traffic and continuously amplifying ad ROI value.

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User Activation: Precision Reach to Awaken Potential Users

Many merchants face the challenge of accumulating a large amount of potential user data (e.g., emails) but failing to awaken them precisely, leading to gradual user attrition. Backed by precise user portraits and data tags, SmartPush helps merchants achieve "one-to-one personalized" precision reach to awaken potential users' consumption demands.

For example:

• For potential users who browsed but did not purchase, merchants analyze their browsing behavior via SmartPush to identify core needs, then send targeted product discount emails with product details, logistics timelines, and other information to resolve decision-making bottlenecks.
• For potential users who submitted an email but did not revisit, send emails with independent site new product updates and popular product recommendations to guide website visits.
• For anonymous converted users with maternity and baby needs, send exclusive welfare emails for maternity and baby products to awaken consumption intent.

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Conversion: Personalized Push to Improve Transaction Efficiency

Conversion is the core goal of cross-border e-commerce operations, and personalized push is the key to improving conversion efficiency. Backed by complete user portraits built from zero-party and first-party data, SmartPush provides merchants with personalized marketing push solutions, ensuring every email and every reach precisely matches user needs to boost conversion efficiency.

For example:

• Send tailored product recommendation emails based on user product preferences.
• Push product information for corresponding price ranges based on user consumption budgets.
• Promote product activities adapted to local customs and festivals based on user target markets.
• Send "price drop alerts for browsed products" based on user browsing history to guide purchases.

In addition, SmartPush's email marketing function supports customizable email templates, subject lines, and content, adapted to different conversion scenarios to further enhance conversion effects.

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User Retention: Precise Care to Boost User Stickiness

For cross-border e-commerce merchants, the cost of user retention is far lower than that of acquiring new users, and precise customer care is the core of improving user retention. Leveraging users' first-party and zero-party data, SmartPush provides merchants with a comprehensive precise care solution to strengthen emotional connections between users and merchants and boost user stickiness.

For example:

• Send exclusive birthday welfare emails with birthday discount coupons on users' birthdays to make them feel valued.
• Push exclusive membership benefits and point redemption activities based on user membership levels to enhance loyalty.
• For long-inactive users, send "welcome back" emails with exclusive discounts to reactivate them.
• Send repurchase reminders based on user repurchase cycles to guide continuous repurchases.

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Repurchase: Demand Mining to Increase Repurchase Frequency

Repurchase is the key to merchants' sustainable profitability, and data-driven strategies enable precise mining of users' repurchase needs to increase repurchase frequency. By analyzing first-party data such as users' purchase records, repurchase frequency, and product preferences, SmartPush identifies users' repurchase needs and cycles, and deploys marketing actions in advance to achieve proactive repurchase guidance.

For example:

• For users who frequently purchase beauty products, send replenishment reminder emails with repurchase discounts when their products are about to run out.
• For users who purchased maternity and baby products, send stage-specific product recommendation emails based on the baby's age.
• For loyal users, send "repurchase bundle" emails with multi-item discounts and free shipping to increase repurchase value and frequency.

From acquisition to repurchase, SmartPush embeds data-driven strategies across the full funnel of cross-border e-commerce operations. Through precise data support, personalized marketing pushes, and efficient operational tools, it helps merchants solve pain points in every link, realizing the full-funnel growth of "converting traffic to users, users to customers, and customers to loyal customers".

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V. Long-Term Layout: In-Depth AI Empowerment to Build an Intelligent Marketing Agent

Current Capabilities: AI-Driven Marketing Efficiency

1. AI Content Generator: Input brand style and core selling points (e.g., "30% off", "48h limited time") to generate multiple versions of email subject lines and body text in seconds, accurately adapted to various brand tones such as light luxury and cost-effectiveness. Built-in A/B testing inspiration solutions eliminate inefficient manual writing and significantly boost content production efficiency.
2. Perfect Timing Engine: Based on user behavior and time zone analysis, it automatically sends emails at the optimal time, increasing open rates by 35%. Supporting multi-time zone phased reach to avoid invalid pushes, it dynamically adjusts the rhythm based on real-time browsing and cart-adding data during peak periods such as Black Friday to ensure priority reach for high-intent users.
3. Precise Product Recommendation: By real-time tracking user behaviors such as browsing, cart adding, and ordering, it dynamically generates personalized product collections, increasing click-through rates by up to 300%. The system automatically updates product and discount information throughout the process without manual maintenance, achieving precise matching between recommended content and user needs.

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Future Vision: Building an Intelligent Marketing Agent

1. One-to-One Intelligent Content Creation: Based on user portraits and behavioral data, AI automatically generates personalized email subject lines, product recommendation copy, and matches visual styles preferred by users, making every email "one-to-one personalized" to boost open and click rates.
2. Predictive Intelligent Operation: Through in-depth analysis of the user lifecycle journey via AI models, it accurately predicts purchase intent, churn risk, and the optimal reach time, shifting marketing actions from "passive response" to "proactive pre-emptive care" and locking in conversion nodes in advance.
3. Full-Scenario Autonomous Operation: Backed by native data capabilities, the Marketing Agent will integrate cross-channel user data to realize end-to-end automated operations from content creation and audience reach to performance review, serving as merchants' intelligent marketing "partner".

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In an increasingly competitive cross-border e-commerce landscape, zero-party and first-party data have become brands' core competitiveness. By deeply integrating data applications into all scenarios of acquisition, conversion, retention, and repurchase, and connecting the user journey with quantifiable metrics, SmartPush combines AI personalization, multi-channel reach, and automated operations to help cross-border merchants break free from reliance on third-party data and achieve full-funnel growth of precise reach, efficient conversion, and long-term retention. In the future, only by taking data as the core and continuously optimizing the marketing closed loop can merchants gain a firm foothold in the cross-border track and achieve steady business growth.