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Ecommerce

Upsurge in China cross-border ecommerce at USD 100 bln transactions value

Tuesday 14 November 2017 | 02:11 PM CET

Total cross-border ecommerce sales in China are expected to reach USD 100.17 billion by the end of 2017, with the average spend per cross-border digital buyer at USD 882.

These are the findings from eMarketer’s forecast, according to which the average spend per buyer has also increased since eMarketer’s previous forecast due to the growing awareness of overseas brands in China, as well as better logistics and the perception that foreign goods are of better quality.

Also contributing to the growth is the popularity of Tmall Global, JD Worldwide and Kaola, sites that have made it easier for shoppers to access a wide variety of overseas products on a platform they are familiar with.

More than one-fifth (23%) of digital buyers in China will make at least one cross-border purchase via the internet, and growth in such purchases will start to slow over the forecast period as more residents choose local brands for some categories such as fashion. Realizing the demand for better-quality goods, local brands are starting to adapt to this change.

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