More cross-border sellers are turning to training and store management: courses, hands-on coaching, and business registration assistance become mainstream revenue sources

More sellers in the cross-border e-commerce sector are shifting from selling products to services such as store management, training and incubation, hands-on coaching, and business registration assistance. Managing European local stores and pairing local accounts with teams operating from China have become common models. One seller in the Russian market recruits Ozon apprentices, charging an incubation fee of RMB 6,980; workspace is free for the first month and costs RMB 200 per month thereafter. Industry insiders say course sellers are not responsible for results, making this an easy way to earn money. But some exploitative providers show off earnings while omitting the risks of advancing funds and having stores shut down.