Yihan Ma
Research expert covering e-commerce and FMCG in Greater China
Cross-border e-commerce in China - statistics & facts
In 2023, China remained the largest exporting country and the second-largest importing country in the world. Thanks to the development of online shopping habits and advancements in logistics innovation, cross-border e-commerce has expanded its presence in China's foreign trade landscape. To stimulate the growth of cross-border e-commerce, China has opened 178 comprehensive pilot zones for cross-border e-commerce. Enterprises located in these pilot zones were supported through tax deductions on exporting.
Business-to-business (B2B) transactions have consistently constituted a significant proportion of the export value of cross-border e-commerce. However, business-to-consumer (B2C) transactions have been steadily gaining market share. To improve customer satisfaction, more than half of the Chinese sellers deliver goods directly from a distribution center abroad (also known as “overseas warehouse”) to shorten delivery time and reduce shipping costs.
To foster sales, more and more merchants have integrated social media into their marketing strategies. Moreover, the establishment of long-term partnerships with foreign suppliers has enabled e-retailers to consistently offer products at competitive prices while maintaining quality standards. The expanding variety of imported products has also contributed to a steady growth in consumer numbers.
Cross-border exports
Over the past years, there has been a notable increase in the number of cross-border e-commerce companies in China, most of which were small and medium-sized enterprises. As of 2024, the total number of cross-border e-commerce companies had reached over 120,000. The gross merchandise value generated by international online trade constituted a significant part of the total international trade value in China. Driven by the development of logistics and digital payments, many Chinese e-commerce companies have set up strategies to acquire more overseas markets. Temu, AliExpress and Shein have rapidly expanded their global reach, becoming the most favorite cross-border retailers among online shoppers.Business-to-business (B2B) transactions have consistently constituted a significant proportion of the export value of cross-border e-commerce. However, business-to-consumer (B2C) transactions have been steadily gaining market share. To improve customer satisfaction, more than half of the Chinese sellers deliver goods directly from a distribution center abroad (also known as “overseas warehouse”) to shorten delivery time and reduce shipping costs.
Cross-border imports
In recent years, import cross-border e-commerce has seen a gradual increase in market share within the entire cross-border e-commerce market. The rising middle-class in China demand high-quality products, yet do not want to risk buying counterfeits. Therefore, cross-border e-commerce platforms have become an ideal option for purchasing foreign goods. In 2023, Tmall Global, JD Worldwide, and Douyin EC Global were the three most prominent cross-border online shopping websites for Chinese consumers, together making up over two thirds of the market.To foster sales, more and more merchants have integrated social media into their marketing strategies. Moreover, the establishment of long-term partnerships with foreign suppliers has enabled e-retailers to consistently offer products at competitive prices while maintaining quality standards. The expanding variety of imported products has also contributed to a steady growth in consumer numbers.
