E-commerce giants Alibaba, JD.com, Amazon and others are increasingly looking outside of their domestic markets to grow sales.Although the US is Amazon’s largest market, it grew only 5% in 2019. By comparison, newer and smaller markets are showing strong growth with the UK, Amazon’s second largest market, up 18.4% and Germany up 17.4%.Amazon is luring an increasing number of Chinese buyers to buy foreign products. Its Amazon Global Store covers top destinations of outbound Chinese consumers, including the United States, the United Kingdom, Japan and Germany.It now offers free international shipping from its US site for orders of over $49.Cross-border ecommerce has also giving even small brands access to global markets. Bigger brands can test new markets, without the expense of opening up a physical store.In total, 22,000 cross-border e-commerce brands from 78 countries participated in Tmall Global's Singles Day promotions, selling over 620,000 imported products, most of which cannot be found in China. Over 120,000 new products were launched during the event, and increasingly those products are from foreign brands.To further entice customers, 2,500 of these brands covered the costs of import duties and shipping. Alibaba also provided interest-free installment loans for 24 months. Carriers are looking to capitalize on the trend. Some of the world’s major airlines are fighting to control more of the door-to-door delivery market, according to a JOC report.Several carriers have launched cross-border e-commerce delivery platforms over the past year including British Airways that has Zenda, Lufthansa has heyworld, Emirates Airlines has Emirates Delivers, to name a few. For carriers, door-to-door delivery is more profitable than point-to-point.In a world that is facing a rise in protectionism on the B2B level, B2C ecommerce might be an interesting workaround for brands and retailers.