Author(s)

Xuehua Chen

Corresponding Author

Xuehua Chen

ABSTRACT

With the swift advancement of globalization and internet technologies, cross-border e-commerce has been rapidly rising across the globe, becoming a significant facet of international trade. In this scenario, the precise translation of Business English is pivotal for effective communication, seamless collaboration, and successful business expansion. However, the process is fraught with numerous challenges due to the specialized nature of Business English, its intricate grammatical structures, and cultural discrepancies across regions. Key obstacles include difficulties in understanding specialized vocabulary, divergences in grammar, cultural misinterpretations, and the constraints of translation platforms. This paper seeks to systematically dissect these hurdles and propose tailored strategies, such as enhancing translators' expertise, leveraging advanced translation technologies, streamlining translation workflows, and reinforcing cross-cultural training. By analyzing and verifying real-world cases, it consolidates actionable approaches to elevate the quality of Business English translations in the cross-border e-commerce context, offering practical guidance for translators and e-commerce enterprises alike.

KEYWORDS

cross-border e-commerce, business English, translation obstacles, countermeasure analysis, cross-cultural communication