The development of cross-border e-commerce has become a new model of economic globalization, triggering tremendous changes in production, circulation, trade, consumption and other fields. China’s cross-border e-commerce is at a stage of rapid development. The cross-border e-commerce comprehensive test zone is the first pilot area for the development of cross-border e-commerce, and is the core force that promotes the development of national cross-border e-commerce. The article builds a cross-border e-commerce industry niche evaluation system, empirically analyzes the comprehensive niche and overlapping niche of cross-border e-commerce industry competitiveness in the cross-border e-commerce comprehensive test area, and clarifies the industry in the cross-border e-commerce comprehensive test area, develops competitiveness and competitive landscape, and puts forward specific measures to enhance the competitiveness of cross-border e-commerce industry.