With the deepening of cross-border e-commerce, the trend of buying and selling goods through the Internet is rising. It is necessary to establish a cross-border e-commerce platform that meets the above functions, and improve the ability to process big data in search. For example, the emergence of large amounts of data can not only help users make choices, but also increase the difficulty of users in choosing. At present, there are many problems in the big data search system in the market, such as inaccurate user personality analysis and low importance of product recommendation. E-commerce is developing rapidly in the new era, and new users are increasing every day. Many researchers invest in finding excellent cross-border e-commerce recommendation system as a business platform. The number of information in cross-border e-commerce shows a rapid growth pattern, and the rapid growth of data and information has seriously affected people's judgment. The big data search system based on collaborative filtering algorithm can meet the product recommendation system of cross-border e-commerce. The user matrix label is an attribute of construction. For the label quantification, the new user preference is the model of building the label, and the concept of weight is added to the label. The collaborative filtering algorithm works based on the created weight label.