The market size of China’s cross-border imported retail e-commerce in 2017 was approximately US$18.81 billions, with an increasing rate of 49.6% year-on-year. It is estimated that the market scale will exceed US$48 billions by 2021.

Authentic guarantees and logistics network become key capabilities for the development of the cross-border e-commerce industry.

Innovation models happen continuously, while user experience gets enhanced through offline retail stores and artificial intelligence applications.

The main imported commodity categories of China’s cross-border e-commerce are mainly for infant & mom products, beauty and health products, which are mainly imported from Japan, South Korea, Thailand, Australia, New Zealand, Netherlands.

The key consumers are 80’s and 90’s, of which 80’s accounted for the largest proportion, with the ratio of 56.3%, followed by 90’s with its rate of 21.7%. These are mainly distributed in Guangdong province (19.0%), Beijing (13.2%) and Shanghai (10.1%).

The most important facts that impact consumers’ buying decision, are authentic guarantee, branding and public reputation.