B2C cross-border e-commerce imports have become an important part of China's retail market.Select the panel data of 30 provinces in China from 2015 to 2020,build a fixed effect model,and empirically study the influence of B2C cross-border e-commerce import development level on China's retail consumption.The results show that the development level of B2C cross-border e-commerce imports is conducive to promoting the growth of retail consumption in China.