With the development of e-commerce, abroad online shopping has become popular in China. However, as a newly emerged form of shopping, incomplete information and lacking of professional evaluation on abroad online shops cost consumers a lot in searching, exploring and comparison. Meanwhile, cross-border e-commerce platforms do not know for sure how to attract abroad customers effectively. In this research, we try to establish assessment criteria for cross-border e-commerce from the perspective of customers, combined with experts’ opinion. Firstly, based on participant experiencing nearly 100 abroad websites and content analysis on consumer review, we generalize 4 main criteria and 16 sub-criteria that may influence consumers’ satisfaction. Then, based on an expert interview and Analytic Hierarchy Process, we found that the most weighted factors successively are commodity quality, relative price, deliver speed and payment methods.