With the rapid penetration of global digital trade, cross-border e-commerce platforms have provided new channels for local American brands to explore the international market. This article focuses on the market expansion obstacles, operating costs, and brand sedimentation issues in the process of brand going global. It proposes a combination of "platform+independent station" driving, hierarchical path design, and multi platform collaboration channels. Selecting three typical brands, Allbirds, Anker, and Glossier, as case studies, summarize the differentiated paths of different types of brands in platform selection, customer operation, and localized services, and construct a targeted and universally applicable international strategic framework. The research aims to provide systematic reference and practical guidance for the cross-border development of small and medium-sized brands.

Fuzheng Liu. The Strategic Path for Local American Brands to Achieve Internationalization through Cross-Border E-Commerce Platforms. International Journal of Social Sciences and Economic Management (2025), Vol. 6, Issue 2: 145-153. https://doi.org/10.38007/IJSSEM.2025.060216.

[1] Zelin T, Huilin L, Diyi L, et al. The influence of brands’ internationalization degree on consumers’ attitudes toward cross-border philanthropy: based on theory of legitimacy. Chinese Management Studies, 2025, 19(1):253-270.

[2] Liu S, Chakravarty D, Beamish W P. An emerging market multinational Company's internationalization: From original equipment manufacturer to global brand leader. Thunderbird International Business Review, 2023, 65(5):501-517.

[3] Mingyue F, Zhuoran T, Ali S Q, et al. Cross-Border E-Commerce Brand Internationalization: An Online Review Evaluation Based on Kano Model. Sustainability, 2022, 14(20):13127-13127.

[4] Thongmak M. Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation. International Journal of Internet Marketing and Advertising, 2022, 17(3-4):231-270.

[5] Wang, Y. (2025). Intervention Research and Optimization Strategies for Neuromuscular Function Degeneration in the Context of Aging. Journal of Computer, Signal, and System Research, 2(7), 14-24.

[6] Huang, J. (2025). Promoting Cross-field E-Commerce Development by Combining Educational Background and Technology. Economics and Management Innovation, 2(4), 26-32.

[7] Huang, J. (2025). Research on Cloud Computing Resource Scheduling Strategy Based on Big Data and Machine Learning. European Journal of Business, Economics & Management, 1(3), 104-110.

[8] Xu, H. (2025). Optimization of Packaging Procurement and Supplier Strategy in Global Supply Chain. European Journal of Business, Economics & Management, 1(3), 111-117.

[9] Su H, Luo W, Mehdad Y, et al. Llm-friendly knowledge representation for customer support[C]//Proceedings of the 31st International Conference on Computational Linguistics: Industry Track. 2025: 496-504.

[10] Z Zhong. AI-Assisted Workflow Optimization and Automation in the Compliance Technology Field. International Journal of Advanced Computer Science and Applications (IJACSA), 2025, 16(10): 1-5.

[11] Shen, D. (2025). Construction And Optimization Of AI-Based Real-Time Clinical Decision Support System. Journal of Computer, Signal, and System Research, 2(7), 7-13.

[12] Hu, Q. (2025). The Practice and Challenges of Tax Technology Optimization in the Government Tax System. Financial Economics Insights, 2(1), 118-124.

[13] Liu X. Emotional Analysis and Strategy Optimization of Live Streaming E-Commerce Users under the Framework of Causal Inference. Economics and Management Innovation, 2025, 2(6): 1-8.

[14] Lai L. Risk Control and Financial Analysis in Energy Industry Project Investment. International Journal of Engineering Advances, 2025, 2(3): 21-28.

[15] Yuan S. Application of Network Security Vulnerability Detection and Repair Process Optimization in Software Development. European Journal of AI, Computing & Informatics, 2025, 1(3): 93-101.

[16] Wei, X. (2025). Deployment of Natural Language Processing Technology as a Service and Front-End Visualization. International Journal of Engineering Advances, 2(3), 117-123.

[17] Ding, J. (2025). Research On CODP Localization Decision Model Of Automotive Supply Chain Based On Delayed Manufacturing Strategy. arXiv preprint arXiv:2511. 05899.

[18] Wu Y. Optimization of Generative AI Intelligent Interaction System Based on Adversarial Attack Defense and Content Controllable Generation. 2025.