This study evaluates the regional competitiveness of China's cross-border e-commerce using the Groundings-Enterprises-Markets (GEM) model, factor analysis, and the entropy weight method. Data from 2018 to 2021 across 31 provinces, municipalities, and autonomous regions are analyzed to assess competitiveness through basic, enterprise, and market factors. The findings reveal an annual improvement in China's overall cross-border e-commerce competitiveness, with notable regional disparities, particularly between the east and west. Guangdong Province stands out as a leader, and the study identifies key factors influencing competitiveness, including the digital economy development index, the number of cross-border e-commerce pilot zones, R&D expenditures, cross-border enterprise competitiveness, and core enterprise scale. The study concludes with policy recommendations emphasizing digital reform, logistics efficiency enhancement, and the promotion of digital technologies.This study evaluates the regional competitiveness of China's cross-border e-commerce using the Groundings-Enterprises-Markets (GEM) model, factor analysis, and the entropy weight method. Data from 2018 to 2021 across 31 provinces, municipalities, and autonomous regions are analyzed to assess competitiveness through basic, enterprise, and market factors. The findings reveal an annual improvement in China's overall cross-border e-commerce competitiveness, with notable regional disparities, particularly between the east and west. Guangdong Province stands out as a leader, and the study identifies key factors influencing competitiveness, including the digital economy development index, the number of cross-border e-commerce pilot zones, R&D expenditures, cross-border enterprise competitiveness, and core enterprise scale. The study concludes with policy recommendations emphasizing digital reform, logistics efficiency enhancement, and the promotion of digital technologies.