With the advent of the digital era, the application of big data in the field of cross-border e-commerce is increasing. Crossborder e-commerce has become a new model of “Internet + trade,” bringing new opportunities to traditional foreign trade industries and manufacturing. This paper aims to explore how consumer behavior influences the development and implementation of cross-border e-commerce marketing strategies in the context of big data. First of all, this study reviews the relevant theories of big data and e-commerce marketing, and analyzes the current development status and challenges faced by cross-border e-commerce. Then, the quantitative research method is used to collect and preprocess the selected sample data. By constructing a prediction model, this study identifies the key variables that affect consumers’ purchasing decisions, and empirically validates the model. The results show that big data analytics can effectively predict consumer behavior and provide support for cross-border e-commerce marketing strategies. Finally, this paper analyzes the practical application and enlightenment of the research results on cross-border e-commerce marketing, trying to provide theoretical guidance and practical reference for cross-border e-commerce enterprises to develop more accurate and effective marketing strategies under the big data environment.