At present, traditional business models are gradually being replaced, and companies in different industries and fields are paying much attention to the innovation and reform of e-commerce business models. First of all, this article summarizes the e-commerce business model applicable to this article through the literature induction method, the detailed explanation of cross-border e-commerce business model, and the innovation of domestic and foreign business models. It categorizes business models and introduces cross-border import business. It also introduces the development process of cross-border e-commerce in China’s consumer market, business processes, and the success factors of cross-border e-commerce. And, it introduces an evaluation matrix to create a cross-valuation model. The final research results show that the cross-border e-commerce business model has been comprehensively evaluated based on the evaluation index system. From the evaluation indicators and weights, it can be concluded that the organizational value weight of the platform in the cross-border e-commerce business model accounts for the largest weight, occupying a weight of 0.6370. Among the secondary evaluation indicators, the weight of key business capabilities accounted for the largest proportion, reaching 0.8571.