Cross-border e-commerce is a new model for the comprehensive development of industrial economy, e-commerce and international trade, which has had a profound impact on international trade and economic development. The cross-border e-commerce comprehensive pilot zone is a breakthrough to promote cross-border e-commerce development and promote international trade liberalization, facilitation and business innovation. Promoting enterprises to explore foreign markets and integrate into global value chains, enhance product international competitiveness and brand awareness, promote the sound development of foreign trade, and finally form a unique location value, is an important issue facing the cross-border e-commerce comprehensive pilot zone. This paper analyzes the influencing factors of the location value of cross-border e-commerce comprehensive test area, constructs the location value impact analysis model, and uses 35 cross-border e-commerce comprehensive test areas as samples to quantitatively study the action principle of each influencing factor on the location value, and finally reveals The formation mechanism of the location value of the comprehensive test area of the e-commerce company, and the management suggestions for the development and utilization of the location value of the cross-border e-commerce comprehensive test area.