When Chinese e-commerce sellers explore global markets, they often encounter two important terms: 自建站 (zì jiàn zhàn) and 独立站 (dú lì zhàn). But how do you express these concepts accurately in English? This guide will clarify the terminology, explain key differences, and help you communicate effectively in international business contexts.
Understanding the Core Concepts
1. 自建站 (Self-built Website)
In English, 自建站 directly translates to “self-built website” or “self-created website.” This refers to an online store or platform that a business builds from scratch, typically using:
- Website builders (e.g., Shopify, Wix, WordPress)
- Custom development (e.g., hiring developers to code a unique site)
A self-built website emphasizes the process of construction, meaning the seller personally (or through a team) designs and launches the site rather than relying on third-party marketplaces like Amazon or eBay.
2. 独立站 (Independent Website)
The term 独立站 is best translated as “independent website” or “standalone e-commerce site.” Unlike self-built website, which focuses on creation, independent website highlights autonomy from third-party platforms.
Key features include:
- Full control over branding, user data, and policies
- No reliance on marketplaces (e.g., avoiding Amazon’s fees or algorithm changes)
- Direct customer relationships (essential for long-term brand growth)
While all independent websites are self-built, not all self-built websites are fully independent (e.g., a Shopify store still depends on Shopify’s infrastructure).
Why the Distinction Matters in Global E-commerce
Many international sellers use these terms interchangeably, but subtle differences affect business strategy:
- Self-built websites may still use hosted solutions (e.g., BigCommerce, Squarespace), meaning some dependency remains.
- Independent websites often imply self-hosting (e.g., using WooCommerce on a private server) for maximum freedom.
For example:
- “We built a self-made Shopify store (自建站) last year.” (Dependent on Shopify)
- “Our independent WooCommerce site (独立站) runs on a dedicated server.” (Fully autonomous)
Common English Phrases Used in the Industry
To sound natural in global business discussions, consider these alternatives:
| Chinese Term | Direct Translation | Common Industry Equivalent |
|---|---|---|
| 自建站 | Self-built website | DIY e-commerce site, Custom online store |
| 独立站 | Independent website | Standalone store, Self-hosted store |
Example usage:
- “Instead of selling on eBay, we launched a standalone e-commerce site to reduce fees.”
- “Our self-hosted Magento store gives us complete data ownership.”
Key Benefits of Independent Websites
- Brand Authority – A standalone store strengthens brand identity compared to marketplace listings.
- Higher Profit Margins – Avoiding platform commissions (e.g., Amazon’s 15-45% fees) increases revenue.
- Data Ownership – Collect customer emails and behavior analytics without restrictions.
However, independence requires handling payment processing, security, and traffic generation—challenges that marketplace sellers avoid.
Conclusion
Whether you call it a self-built website or independent store, the goal remains: owning your digital presence. By understanding these English equivalents, you can better navigate global partnerships, marketing, and tech discussions.
For sellers targeting Western markets, emphasizing “independent e-commerce” resonates strongly with trends like DTC (Direct-to-Consumer) brands and anti-marketplace movements. Choose the term that aligns with your business model—and your level of autonomy.