01-May-18, Retail In Asia

Cross-border e-commerce is the new fashion trend in China, powered by a rising middle class and robust economic growth. An estimated 125 million Chinese consumers purchased USD105 bn of overseas products in 2017.

Chinese crossborder online market is yet to be dug out (c) Frost and Sullivan Consumer Survey

Image: Frost & Sullivan 

In China cross-border e-commerce is often referred to as Haitao, which is overtaking the traditional method of buying through daigou agents (personal buyers) or friends/family based overseas as consumers seek a more legitimate, formal avenue for purchasing overseas products.

The average Haitao shopper is spending RMB5,300 (USD848) a year on products through this channel, with 60% intending to spend more. Fashion, beauty & cosmetics, and grocery are the most popular categories.

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