Over the past year, the opening-up measures have been basically implemented. From the pilot free trade zone to the Shanghai Stock Exchange and the new strategy for the development of the Yangtze River Delta, the implementation of the Foreign Investment Law and the comprehensive implementation of the pre-establishment national treatment plus a negative list management system have been introduced. Major progress was made in expanding imports to boost consumption and in further lowering tariffs. Open cooperation, innovation and sharing of the world economy to promote the national consumer imports, pluralism, open, and to discuss the level of imports and the quality of image and how to influence consumer perception of imported products to buy, in the face of the differences in the light of the imported products and home products, give consumers more independent options, thus it is concluded that the influence factors of the buyer. This paper discusses the will of consumers and the influencing factors, and on this basis, puts forward a reasonable development strategy for the e-commerce platform to sell overseas goods, and provides a reference for the government to formulate scientific support policies.