After 21 years in cross-border e-commerce, no matter how the landscape shifts, the core is never technology, platforms, or logistics — it’s people. You need to understand your customers: what they want, what worries them, how they like to communicate. Understand your partners: their boundaries, their strengths, how far they can go with you. Technology changes, platforms come and go — but human nature doesn’t. Get the people side right, and everything else is a small problem.