China’s online market is the world’s largest and most dynamic, with roughly 915 million digital buyers (about 83% of all internet users) shopping online as of 2023.  That makes China an irresistible target for foreign brands, but also a complex one.  Today’s Chinese consumers – especially Millennials and Gen Z – expect seamless mobile experiences, social engagement, and constant innovation.  To succeed in 2025, international companies must understand the leading platforms, emerging eCommerce market trends, and the regulatory and cultural challenges unique to China.  This strategic guide breaks down how to sell in China online, including the best platforms (Tmall, JD.com,…

China’s booming consumer market presents enormous opportunities for international SMEs and DTC brands, but navigating logistics in China, from complex customs regulations to demanding delivery expectations, can be challenging. An effective China logistics strategy is essential for smooth market entry, balancing cost-efficiency with compliance and customer satisfaction. Advantages of Bonded Warehousing in China Establishing inventory in a bonded warehouse is a proven strategy for international brands breaking into China. A bonded warehouse is a secure facility (often located in a Free Trade Zone) where imported goods can be stored without immediately incurring import duties or taxes. This model offers several compelling benefits: Deferred…

Douyin, better known for its international version: TikTok, has exploded from an entertaining short‑video app into the beating heart of China’s social‑commerce boom. By 2025 it boasts 750 million daily active users and drives a double‑digit share of national retail e‑commerce sales. For foreign brands hunting for the best way to sell to Chinese consumers, the platform delivers something traditional marketplaces simply cannot match: purchase intent created and fulfilled in a single scroll. Why Douyin Dominates 2025 Social Commerce A culture of ‘interest first, product later’ Unlike search‑based marketplaces where shoppers type a keyword, Douyin’s algorithm pushes content to users before they realize they need it. A…

China’s cross-border e-commerce (CBEC) sector – online trade between Chinese consumers and foreign sellers – has become a cornerstone of the country’s foreign trade.  In 2023, China’s CBEC import-and-export volume reached RMB 2.38 trillion (about US$331 billion), a 15.6% jump year-on-year.  This growth was driven largely by a 19.6% surge in exports, with imports up 3.9%.  The chart below illustrates China’s rising CBEC trade value.  Figure: China’s CBEC import-export value (RMB trillion) 2020–2023. Cross-border e-commerce in China includes both imported goods sold to Chinese consumers and Chinese exports sold abroad.  It is now mainstream: a 2024 study found 188 million Chinese shoppers bought…

Key Insights for CFOs and International Trade Professionals Hong Kong has spent half a century serving as the world’s preferred gateway to mainland China. In the 1990s and early 2000s it was common for 70 percent or more of all “foreign‑invested” capital entering China to be routed through a Hong Kong company. Over the last decade, however, the terrain has shifted. China now maintains double‑tax treaties with 114 jurisdictions, while capital‑control enforcement, transfer‑pricing scrutiny, and geopolitical risk have all tightened. These developments have triggered a strategic question for CFOs and international tax planners in 2025: “Does it still make sense to keep or form a Hong Kong entity…

For foreign companies seeking to enter the Chinese market, understanding the concept and strategic role of the Importer of Record (IOR) is crucial. China represents massive commercial opportunities, but it also has rigorous customs regulations, which can be a major barrier for unprepared businesses. This article explains the IOR’s essential role in China, clarifies key regulatory requirements, identifies common pitfalls, and offers strategic guidance for international companies planning to sell in China. What is an Importer of Record (IOR)? An Importer of Record is the entity legally responsible for importing goods into a country, ensuring all goods meet local regulations, duties and taxes…

China is no longer just the world’s factory. It’s now one of the world’s most dynamic consumer markets. As global trade patterns shift, particularly following the April 2025 U.S. tariffs on Chinese goods, many international businesses are rethinking their go-to-market strategies. For brands looking to diversify revenue and reach new audiences, selling directly to Chinese consumers through Tmall, Alibaba’s high-end B2C platform, is an increasingly compelling move. Whether you’re a growing DTC brand or an established player with international ambitions, Tmall Global offers a relatively low-barrier path into China’s digital ecosystem. But success requires more than just opening a storefront. You’ll need…

Expanding into the Chinese market is a major opportunity for any company looking to drive international business growth. China offers a vast consumer base and dynamic retail and e-commerce channels, but successful business development in China requires navigating unique challenges, from complex distribution systems and regulations to strong local companies. As a business development manager or export executive of a mid-sized consumer goods company, you must consider an array of factors: choosing the right distribution channels, complying with local regulations, outmaneuvering strong local competitors, and building relationships in a business culture where trust (guanxi) is paramount. One critical decision is your distribution…

China’s e-commerce landscape is vast, complex, and highly competitive. With over a billion internet users and a rapidly evolving digital ecosystem, international brands must navigate the local platforms, cultural preferences, and updated marketing approaches to succeed. While Tmall is a critical gateway for foreign brands as a sales channel, success on this platform requires more than just setting up a store. It demands an integrated marketing strategy that leverages in-store tools (marketing within Tmall) and out-store tools such as social media, influencer marketing, and livestreaming. How International Brands Gain Visibility Online Simply opening a store on Tmall is not a guarantee of traffic:…

Chinese Consumers and the World’s Largest E-Commerce Market China is at the frontier of digital commerce, with an online shopping ecosystem unrivaled in size and innovation. With over 700 million Chinese consumers shopping online, that’s more online shoppers than the entire population of Europe, reflecting a commerce market that has become the world’s largest in size and penetration. For context, China’s online retail sales are higher than those of the US and UK combined. Chinese consumers are mobile savvy, accustomed to seamless digital payments and “super-apps” like WeChat that integrate social media, shopping, and services into one experience. This huge consumer base…