SELLING TO CHINA THROUGH CROSS-BORDER E-COMMERCE: A HANDY GUIDE FOR BUSINESSES
If you’re looking to break into China’s e-commerce market, “Selling to China Through Cross-Border E-Commerce: A Handy Guide for Businesses” is your essential roadmap. In this guide, you will learn about the intricacies of China’s thriving cross-border e-commerce (CBEC) market, the top platforms you need to know about, and the strategies that will make your business stand out.
As China continues to dominate the global e-commerce scene, businesses that are keen on selling in this lucrative market must understand the evolving digital landscape. With over 1.4 billion consumers, China’s purchasing power is unmatched. However, the challenge lies in navigating the complexities of its digital ecosystem and cultural nuances. This book, written by Ashley Galina Dudarenok, a globally recognized expert on Chinese digital marketing, provides everything you need to successfully enter and thrive in China’s cross-border e-commerce space.
What’s Inside The Book
This book offers a detailed look at China’s cross-border e-commerce landscape, providing marketers with insights and practical tips for success. It covers:
An Overview of CBEC: Understand the key players and the cross-border purchasing habits of Chinese consumers.
Major Platforms: Learn about Tmall Global, Kaola, JD Worldwide, and Xiaohongshu, the platforms that dominate the Chinese market.
Regulations and Entry Options: Get acquainted with the rules for cross-border e-commerce, including necessary documentation and taxes.
Social Commerce & We-commerce: Explore how social media platforms like WeChat and Douyin are integrated with e-commerce, shaping the future of consumer engagement.
E-commerce Festivals: Take advantage of major shopping events like Double 11 and 618 to increase your sales and brand exposure.
Step-by-Step Guide for Success: Learn actionable steps on how to effectively manage a cross-border e-commerce store in China.
WHY IT MATTERS: UNDERSTANDING CHINA’S CROSS-BORDER E-COMMERCE MARKET
China is the world’s largest e-commerce market, valued at over $1.93 trillion USD in 2019. With the rapid growth of cross-border e-commerce, China continues to drive global online sales. The market is expected to exceed $300 billion in 2025, with a significant rise in demand for foreign goods.
WHY DOES THIS MATTER TO YOUR BUSINESS?
Access to a Massive Consumer Base: China’s digital economy has created a thriving e-commerce
environment, providing businesses with unparalleled access to over 1.4 billion potential customers.
Cultural Trends: Chinese consumers are increasingly turning to online shopping for products not
available domestically. Cross-border e-commerce allows businesses to tap into this demand for
international products.
Low Barriers to Entry: With CBEC, you don’t need a physical presence in China to sell your products. You
can leverage platforms like Tmall Global or Kaola to reach Chinese consumers directly.
China's Growing Middle Class: As China's middle class expands, so does their purchasing power. With rising disposable income, there’s a growing appetite for high-quality international products. Cross-border
e-commerce offers an efficient way to meet these demands while avoiding the logistical complexities of
establishing a local presence.
2025 TARIFF BACKGROUND:
As China’s economy grows, so too do its trade relationships and regulatory frameworks. By 2025, China is expected to continue relaxing some of its tariff barriers on cross-border e-commerce. The Chinese government has been progressively easing import restrictions and tariffs, especially for goods entering through designated cross-border e-commerce zones, such as those offered by platforms like Tmall Global and Kaola. While China’s tariff policy has seen gradual changes, it’s important to stay updated on evolving regulations. In 2025, the Chinese government may adjust taxes and tariffs for imported goods, which could provide further incentives for international businesses to enter the market. These changes aim to streamline customs procedures and promote trade while balancing protection of local industries. For businesses engaged in cross-border e-commerce, this could mean even lower operational costs and increased margins when selling products into China. In addition to the ease of entry and a growing market, China’s evolving tariff policy is part of its broader strategy to attract high-quality foreign goods and drive innovation in consumer sectors. For businesses looking to expand into China, cross-border e-commerce remains one of the most accessible and cost-effective ways to reach millions of Chinese consumers, while leveraging the latest tariff adjustments to maximize profit margins.
KEY TRENDS IN CROSS-BORDER E-COMMERCE
The types of products that have gained traction align with key consumer trends in China. The most popular categories among new entrants include:
Health and Anti-Aging Products
Ingredient-based Skincare
Baby and Child Nutrition
Fashion Accessories
Pet Health Products
Personalized Home Goods
These categories reflect a shift in consumer preferences, where Chinese consumers are increasingly seeking high-quality foreign goods, particularly in wellness, skincare, and lifestyle.
KEY HIGHLIGHTS: WHAT YOU NEED TO KNOW ABOUT CROSS-BORDER E-COMMERCE IN CHINA
CROSS-BORDER PLATFORMS
Tmall Global and Kaola dominate the CBEC market. In 2019, Alibaba acquired Kaola, consolidating its position as the leading CBEC platform in China.
KEY CONSUMER SEGMENTS
The biggest users of cross-border e-commerce are highly educated individuals between 25 and 34 years old. These consumers seek products that are perceived as high-quality and authentic.
GROWING DEMAND FOR SPECIFIC PRODUCT CATEGORIES
Cosmetics, luxury goods, apparel, and electronics are the most popular categories for cross-border purchases.
SOCIAL MEDIA INTEGRATION
Social commerce in China is booming. Platforms like Xiaohongshu and WeChat integrate social media and e-commerce, making them crucial tools for driving sales and engagement.
REGULATORY CHANGES
China has streamlined its cross-border e-commerce regulations, making it easier for foreign businesses to enter the market while ensuring consumer protection.
SHOPPING FESTIVALS
Major e-commerce festivals such as Double 11 and 618 are not just sales events; they are cultural phenomena that drive massive consumer spending.
KEY TAKEAWAYS: HOW TO ENGAGE AND SUCCEED IN THE CHINESE MARKET
To succeed in China’s cross-border e-commerce space, businesses must:
LEVERAGE MAJOR PLATFORMS
Establish a presence on platforms like Tmall Global and Kaola to reach Chinese consumers.
USE SOCIAL COMMERCE
Incorporate social media platforms like WeChat, Douyin, and Xiaohongshu into your marketing strategy to engage directly with potential customers.
UNDERSTAND THE RULES
Stay informed about China’s ever-evolving CBEC regulations, including tariffs and documentation requirements.
OPTIMIZE FOR MOBILE
Given the popularity of mobile payments in China, it’s essential to ensure that your online store supports WeChat Pay and Alipay.
ENGAGE WITH KOLS AND KOCS
Work with Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) to amplify your brand’s visibility and drive conversions.
EMBRACE E-COMMERCE FESTIVALS
Participate in major shopping events like Double 11 and 618 to maximize visibility and sales.
CASE STUDY: ACCELERATING ENTRY INTO THE CHINESE MARKET THROUGH CROSS-BORDER E-COMMERCE
In the second quarter of 2024, over 400 international brands launched their first stores on Tmall Global, marking a significant surge in overseas brands entering China. This rapid expansion reflects the growing confidence and interest in the Chinese market, which continues to be one of the world’s largest and most dynamic consumer markets. With Tmall Global serving as the gateway, these brands are tapping into China’s e-commerce ecosystem, reaching millions of potential consumers without the need for a physical presence.
GROWTH OF NEW OVERSEAS BRANDS
The number of new overseas brands entering Tmall Global has continued to rise. In the second quarter of 2024, the total transaction volume from new brands saw a remarkable 167% increase compared to the previous year. Among the top performing new brands, those from countries such as the United States, South Korea, Japan, New Zealand, Australia, and France dominated the scene. These countries are leveraging Tmall Global’s vast platform to introduce their products to Chinese consumers and gain a foothold in one of the world’s most competitive retail markets.
Several overseas brands have become standout performers, using Tmall Global as a launchpad for their success in China:
Tracel (New Zealand): This oral skincare brand, which has been focused on whitening products for over 40 years, saw its flagship product achieve over 1 million RMB in sales in the first month after launching on Tmall Global. Within just three months, Tracel exceeded 6 million RMB in total sales, demonstrating the power of Tmall Global as a platform for driving rapid growth in China.
Muzigae Mansion (South Korea): Known for its viral makeup products, Muzigae Mansion’s “Ice Cube Lip Gloss” saw a 5x increase in monthly sales after its April 2024 launch on Tmall Global. This cosmetic brand had already built a reputation on social media platforms, and the exposure on Tmall Global helped it further cement its position as one of China’s top beauty trends.
MIINTO (Denmark): MIINTO, a European luxury fashion e-commerce platform, made its debut on Tmall Global and quickly attracted significant attention. In its first month, the platform saw a 9x increase in search volume, showcasing the demand for luxury goods among Chinese consumers and the power of digital channels to tap into this market.
Topologie (Australia): This niche brand, known for its outdoor gear and stylish bags, became an instant hit on Tmall Global. Its “Water Bottle Sling Bag,” designed for climbing enthusiasts, topped the sales charts for sports and leisure products in its category, aided by endorsements from celebrities such as Chen Yixun and Lin Gengxin. The brand’s success illustrates how cross-border e-commerce can support both functional and trendy products in China.
KEY TAKEAWAYS FROM THIS CASE STUDY
- Rapid Market Entry: Tmall Global provides a quick and effective way for international brands to enter the Chinese market without needing a physical store or local infrastructure.
- Strong Consumer Demand for Quality: Categories such as health, skincare, and lifestyle products are among the most successful, reflecting the increasing sophistication of Chinese consumers who demand high-quality foreign goods.
- Platform Flexibility: Tmall Global offers various models for brand entry, making it accessible for businesses of all sizes to establish a presence in China’s competitive retail market.
- The Power of Social Commerce: Brands that leverage social commerce tools, including KOLs and influencers, can achieve significant engagement and brand visibility on Tmall Global, as demonstrated by the success stories of brands like Muzigae Mansion and Topologie.
- Success through Customization: International brands that tailor their offerings to meet Chinese consumer preferences—for example, by offering localized products, culturally relevant marketing, and payment options like Alipay and WeChat Pay—are likely to succeed.
Ready to Enter the Chinese Market?
Unlock the potential of China’s e-commerce landscape with our comprehensive guide!
Download “Selling to China Through Cross-Border E-Commerce” now to gain actionable insights and strategies tailored for success in this lucrative market.
Who Are These Books For?
“Selling to China Through Cross-Border E-Commerce: A Handy Guide for Businesses” is a must-read for:
E-COMMERCE BUSINESSES
If you’re an international brand looking to expand into China without setting up a physical presence, this book will provide the strategies you need to succeed.
DIGITAL MARKETERS
Learn how to optimize your digital marketing strategies to tap into the rapidly growing Chinese market.
CROSS-BORDER ENTREPRENEURS
Small business owners and entrepreneurs looking to enter the Chinese market through e-commerce will find this guide invaluable.
CONSULTANTS & AGENCIES
If you’re advising companies on entering the Chinese market, this book will help you understand the landscape and best practices for success.
RETAILERS
Whether you sell beauty products, electronics, or fashion, this guide offers insights into how to leverage China’s e-commerce ecosystem to grow your brand.
ABOUT THE AUTHOR
ASHLEY DUDARENOK
Ashley Dudarenok is a globally recognized China digital expert, entrepreneur, and thought leader with over 15 years of experience helping international brands succeed in China’s highly competitive digital landscape, and learn from it. As the founder of ChoZan 超赞, a consultancy specializing in China research and digital transformation, and Alarice, a marketing agency focused on China strategies, Ashley has guided global brands in leveraging social media, influencer marketing, and e-commerce to connect with Chinese consumers.
Her expertise spans industries such as luxury, tourism, and consumer goods, where she helps brands navigate China’s unique digital ecosystem to build trust, visibility, and long-term success. A three-time Amazon bestselling author, Ashley has written extensively on China’s digital marketing and e-commerce strategies. While her book Selling to China Through Cross-Border E-Commerce was published in 2019, it remains a valuable resource, offering practical tools and insights for businesses entering China’s dynamic e-commerce space.
Beyond her business endeavors, Ashley is passionate about bridging the gap between East and West. Through her books, consultations, and workshops, she empowers businesses to thrive in one of the world’s largest and most innovative consumer markets, staying at the forefront of China’s digital transformation.
WHAT ARE PEOPLE SAYING?
Faq
What is cross-border e-commerce (CBEC) in China?
Cross-border e-commerce (CBEC) allows businesses outside of China to sell their products directly to Chinese consumers via online platforms. Unlike traditional imports, CBEC allows businesses to bypass the need for physical stores or distributors in China. Platforms like Tmall Global, Kaola, JD Worldwide, and WeChat’s integrated shopping functions provide access to China’s massive consumer market, all while adhering to simplified customs processes.
How do I start selling in China through cross-border e-commerce?
To start selling in China through CBEC, you’ll need to set up an account on one of the major Chinese e-commerce platforms like Tmall Global or Kaola. You’ll also need to prepare the necessary documentation such as a business license, international trademark registration, and a bank account that supports USD transactions. Once set up, you can list your products, and engage with local consumers via digital marketing, leveraging China’s social commerce ecosystem.
What platforms should I use for selling cross-border in China?
Some of the most popular platforms for cross-border e-commerce in China include Tmall Global, Alibaba’s cross-border e-commerce platform that provides access to a vast consumer base; Kaola, a platform under NetEase known for its strong customer base in premium and imported goods; JD Worldwide, JD.com’s platform focused on high-quality foreign products; and WeChat and Douyin, which leverage social commerce by allowing users to purchase directly via posts and live-streaming.
What are the key documents needed for cross-border e-commerce in China?
To sell through CBEC platforms like Tmall Global, you’ll need a business license from your country, international trademark registration to protect your brand, a bank account (usually in USD) for handling transactions, and product registration details for any goods requiring special approval, such as cosmetics or food.
How do I navigate the tariff regulations for cross-border e-commerce?
China has been gradually easing its tariffs on cross-border e-commerce, and by 2025, this trend is expected to continue. Understanding tariff regulations is crucial as they can affect the price of your products. Platforms like Tmall Global and Kaola often handle the customs process for CBEC sellers, but it’s still essential to stay updated with the latest tax policies, which may change from year to year, ensuring your products are in compliance with China’s evolving import guidelines.
How can I market my products to Chinese consumers via CBEC?
Digital marketing is key in reaching Chinese consumers. You should leverage platforms like WeChat, Douyin (Chinese TikTok), RED (Xiaohongshu), and Weibo to create targeted content and engage influencers. Working with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) can help you generate authentic content, boosting visibility and trust. Collaborating with influencers who align with your brand values will amplify your reach and drive conversions.
What are the most popular product categories for cross-border e-commerce in China?
The top categories include cosmetics and skincare, as international beauty products are in high demand; fashion and apparel, where Western brands hold a significant market share; electronics, particularly high-quality items from brands like Apple and Samsung; health and wellness products, including fitness items and supplements; and luxury goods, where affluent Chinese consumers show strong demand for high-end fashion and accessories.
How does social commerce influence cross-border e-commerce in China?
Social commerce is a massive trend in China. Platforms like Douyin and WeChat allow consumers to make purchases directly through content they discover on social media. To successfully tap into this, brands need to create shareable content, engage with KOLs and KOCs, and leverage live-streaming to generate excitement. By integrating e-commerce with social media experiences, brands can drive both engagement and sales in a seamless manner.
What are the challenges of cross-border e-commerce in China?
Key challenges include regulatory complexity, as navigating customs regulations and tariffs can be difficult; cultural barriers, where understanding Chinese consumers’ preferences and localizing marketing campaigns is crucial; and intense competition in a highly competitive e-commerce market, necessitating a strong brand presence and effective engagement on local platforms.
How do I ensure that my products are delivered smoothly to Chinese consumers?
Ensure a seamless logistics chain by working with reliable partners who specialize in cross-border shipping to China. This includes customs clearance, warehousing, and last-mile delivery. Many CBEC platforms like Tmall Global offer logistics solutions that simplify the delivery process, including using bonded warehouses, where products are stored until sold. This helps expedite the customs process and ensures faster delivery to customers.
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