The rapid development of cross-border e-commerce has exerted many challenges to the WTO rules. Based on the differences between cross-border export retail and traditional export trade processes,by using the methods of field investigation and typical case analysis, this paper firstly analyzes the characteristics of cross-border export retail practices in terms of payment, customs clearance and taxation, as well as the corresponding challenges to traditional international trade rules.Then, using literature research and policy study, the article puts forward the key directions to perfect cross-border retail export rules, mainly including setting up the leading status of trade in goods rules, exploring the“Chinese solution”in digital trade rules, building classified management system in cross-border data flows, and maintaining dynamic development of the cross-border retail export rules system. China needs to summarize the development experience and innovation rules of cross-border export retail, and form “Chinese solution”and utter“Chinese voice”, then promote and apply it in international negotiation on cross-border e-commerce rules, ultimately lead the international community to supplement and improve the existing international trade rules system.