Asian Journal of Arts, Humanities and Social Studies, Volume 4, Issue 2,
With the rapid development of internet, e-business internet platforms become more popular in cross-border marketing such as Alibaba, AliExpress and Amazon. Nowadays, a new e-business model is the combination of e-business websites and instant messengers (IMs) such as WhatsApp, Skype, Wechat and QQ, which requires the salesmen with higher proficient language communication techniques. However, the language communication techniques in e-business cross-border marketing are different from the traditional face-to-face communication and phone communication. This paper takes a qualitative case study of the e-business marketing at AliExpress.com in China, to explore the English language communication pragmatic principles, its communication methods and characteristics, and identify its language communication techniques. This research has a meaningful significance to the beginners of cross-border e-business marketing in China and other EFL environments.