With its profound historical and cultural heritage，rich wormwood resources and innovative development concepts，Nanyang wormwood products industry has made remarkable achievements in cross-border e-commerce. At present，the market scale of Nanyang wormwood products is growing rapidly，gradually forming a diversified market structure，and its competitiveness in domestic and foreign markets is significantly enhanced. We have explored and formed a development model with characteristics such as one leading enterprise in one zone，internal training and external introduction，“industrial belt + cross-border e-commerce”，industry-university-research integration，and united agriculture development，through innovation in the brand building，the product technology，the sales model，the industrial integration，the supply chain and other aspects. However，there are also significant challenges in market competition and brand building，product quality and standard certification，and cross-border e-commerce operations. In the future，Nanyang can further promote the sustainable and healthy development of cross-border e-commerce in the wormwood industry from the aspects of the brand building and promotion，the product quality and standards，the market channels expansion and marketing，the industrial ecology and environment.