On July 23rd, the Cross Border Commerce Forum 2026, organized by Meta in collaboration with Airwallex, brought together experts in the cross-border ecosystem and the Vietnamese e-commerce business community to share perspectives, strategies, and practical lessons for the year-end acceleration phase.
In an increasingly competitive market, the growth challenge is no longer limited to increasing budgets or expanding sales channels. To prepare for the peak season of Q4/2026, businesses need to review their entire cross-border growth journey, from advertising and creative work to market expansion, cash flow management, and financial performance optimization.
Below are some key takeaways from the event:
1. AI is playing an increasingly important role in improving advertising effectiveness. One of the clearest messages at the event was that AI is no longer just a trend to consider, but is becoming an essential part of the growth strategy for cross-border businesses.
As consumer behavior changes rapidly and advertising costs become increasingly competitive, AI can support businesses in:
optimizing advertising distribution efficiency diversifying creative content faster shortening creative testing time improving responsiveness to market fluctuations
For e-commerce businesses targeting large markets such as North America, Europe, and Australia, the ability to apply AI to advertising not only helps increase media spend efficiency but also creates a flexible advantage during peak periods when speed of decision-making is crucial.
2. Cross-border growth requires businesses to be well-prepared in both marketing and operations. Another important point from the Cross-Border Commerce Forum is that businesses wanting sustainable scaling during peak seasons cannot simply invest in growth at the top of the funnel.
Marketing can create demand, but to translate that demand into actual revenue, businesses need an operational platform ready to handle larger transaction volumes, coordinate across more markets, and adapt more quickly to growth pressures in Q4.
This means businesses need to simultaneously prepare for multiple layers of operations such as:
more effective advertising budget management cost control when dealing with multiple currencies shortening international payment processing times reducing complexity in cross-border operations building flexible financial processes to support scaling
In other words, cross-border growth is not just a marketing challenge. It's a challenge of coordinating growth, finance, and operations.
3. The Right Technology, Solutions, and Ecosystem Can Make a Big Difference in Q4 From the discussions at the event, it's clear that businesses entering the peak season with thorough preparation are often those that leverage multiple factors simultaneously: the right technology, the right partners, and the right financial infrastructure.
When these pieces are well-connected, businesses can:
optimize cross-border operational efficiency minimize losses due to hidden costs and fragmented processes improve decision-making speed when scaling to multiple markets build a more sustainable growth foundation during the peak season
Q4/2026 will therefore not just be a race for budget or deployment speed. It's also a test of adaptability, optimization levels, and how businesses effectively coordinate the various links in their global growth journey.
Airwallex Partnering with Businesses to Optimize Cross-Border Growth For businesses selling internationally, expansion requires not only the right growth strategy but also a robust financial infrastructure to support day-to-day operations.
Airwallex simplifies cross-border financial tasks through a unified platform, from multi-currency account management, international money transfers, foreign exchange optimization to global spending control. With optimized financial operations, businesses can dedicate more resources to growth, market expansion, and better prepare for peak periods like Q4.
The Cross-Border Commerce Forum 2026 also highlighted that in a volatile global market, successful businesses are not just those that move quickly, but those that build a resilient foundation for long-term success. CTA Ready to build a solid financial foundation for cross-border growth? Click here to sign up for an Airwallex account today.
View this article in another region:Vietnam - Tiếng Việt
The material presented here is for informational purposes only and does not constitute legal, regulatory, taxation, or investment advice. Readers should engage their own advisors or counsel for advice unique to their circumstances.
The Airwallex Editorial Team
Airwallex’s Editorial Team is a global collective of business finance and fintech writers based in Australia, Asia, North America, and Europe. With deep expertise spanning finance, technology, payments, startups, and SMEs, the team collaborates closely with experts, including the Airwallex Product team and industry leaders to produce this content.
