The Most Frequently
Asked Questions

About E-Commerce and Marketing in China


You do not need to establish a legal entity to set up and run an online store on an international e-commerce platform to sell products and services to Chinese consumers. Prominent international e-commerce platforms are TMall Global, Amazon Global, and JD Worldwide.

Chinese e-commerce giants Alibaba and have found success in part by developing highly efficient systems and networks to deal with the delivery of orders. Alibaba manages a cross-country network of delivery firms that can process up to 30 million daily items through Cainiao.

Groundbreaking innovations in payment systems and logistics have underpinned E-commerce in China. The introduction of digital payment platforms like Alipay and WeChat Pay has revolutionized the purchasing experience, making transactions seamless, secure, and efficient.

About 884 million people.

As of June 2023, about 884 million people in China had purchased goods online. The past decade has seen rapid growth in China’s demand for online shopping opportunities.

With China’s e-commerce revenue in 2023 projected to reach over US$1.5 billion, the country has emerged as the world’s largest market and economy for e-commerce. Estimated to reach a staggering US$3.3 trillion by 2025, the expected amount of e-commerce consumers are predicted to hit 1,230.4 million by the same year.

As of June 2023, around 82 percent of internet users in China had shopped online, up from about 79.2 percent by the end of 2022.

The China e-commerce market is the largest in the world. With a growth rate of 6% on average, the e-commerce revenue in China is expected to reach USD 2 trillion in 2025. Despite the Coronavirus outbreak, the global e-commerce growth rate is still strong. Of course, China is no exception.


Comparing the ten selected regions regarding the revenue in the E-commerce market, China is leading the ranking (810.33 billion U.S. dollars) and is followed by the United States with 772.14 billion U.S. dollars.

High-Demand Products in the Chinese Market:

  • Beauty products
  • Supplements for health
  • Electronic goods and technology
  • Fashion and accessories
  • Jewelry

Artificial intelligence, AR, and VR technology are already gaining speed within the e-commerce space, and these trends can further enhance and shape the industry. Personalization, m-commerce, and live shopping go hand in hand with up-and-coming AI trends.

China is the largest e-commerce market globally, generating almost 50 percent of the world’s transactions.

Greater China is the largest market for eCommerce, with a predicted revenue of US$1,487,233.0 million by 2023, placing it ahead of the United States. Payment is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.4%, resulting in a projected market volume of US$2,374,985.2 million by 2027.

China’s most popular e-commerce platforms include Alibaba Group’s Tmall and Taobao,, Douyin (Tiktok), and Pinduoduo.

Chinese consumers shop online for a wide range of products, with preferences for mobile shopping, social media, and live streaming.

Cross-border e-commerce refers to online sales between businesses and consumers in different countries. CBEC in China enables Chinese consumers to buy products from overseas brands through online platforms.

The Chinese government has specific regulations and policies for cross-border e-commerce, including tax exemptions and import restrictions.

Popular destinations for Chinese cross-border shoppers include Japan, the United States, the United Kingdom, and Germany. However, consumer preferences and trends may vary depending on product category, price, and availability.

Cross-border e-commerce can provide businesses access to a large and growing Chinese consumer market with no need for local compliance or regulation, No need for local company registration or local trademark, payment is through foreign currency instead of RMB, and there’s a seamless turnkey logistic solution.

Most international brands ship their goods to a Chinese bonded warehouse under the supervision of Customs. After customers place orders, the goods are cleared through customs and delivered to the consumer via express delivery from the warehouse.

There are several challenges and risks associated with cross-border e-commerce in China, including:

1. Regulatory compliance: Cross-border e-commerce is subject to various regulations and policies in China, such as import and customs regulations, tax policies, and product safety standards. Businesses must comply with these regulations to avoid penalties and legal issues.
2. Currency exchange: Cross-border e-commerce involves transactions in different currencies, subject to exchange rate fluctuations and other currency-related risks.
3. Logistics and Shipping: Businesses must handle shipping and customs clearance for cross-border e-commerce in China, which can be complex and time-consuming. Delays or mistakes in logistics can lead to unhappy customers and lost sales. Or use bonded warehouses that help to streamline the customs clearance process, ultimately leading to a better customer experience.
4. Fraud and counterfeit products: The risk of fraud and counterfeit products is a concern for businesses and consumers in cross-border e-commerce transactions. Companies must ensure their products’ authenticity and quality to avoid reputation damage and legal issues.
5. Language and cultural barriers: Businesses must navigate language and cultural differences when entering the Chinese market, which can require specialized expertise and resources.
6. Consumer preferences and competition: Chinese consumers have specific tastes and expectations for e-commerce experiences and products. Businesses must understand and meet these preferences while competing with other domestic and international sellers in the market.

Businesses can use cross-border payment platforms and currency exchange services to facilitate transactions with Chinese consumers.

Recent trends in Chinese e-commerce and cross-border include the rise of live-streaming shopping and increased focus on sustainability and social responsibility.

E-commerce penetration has reached nearly 30% of retail sales and 6% of GDP. This is much higher than in North America, where penetration has only recently exceeded 20% of retail sales and 3% of GDP.

Today, the Chinese e-commerce site Alibaba is considered the largest e-commerce retailer in China based on yearly revenue sales.

In 2021, China contributed to more than half of the world’s e-commerce retail sales, with the sales value surpassing the combined total of Europe and the United States. Today, China has the world’s most significant digital buyer population, amounting to more than 780 million people.

Alibaba controls over 50% of China’s e-commerce market. The Alibaba Group owns multiple e-commerce sites: Taobao Marketplace and are Alibaba’s largest sites targeted at Chinese consumers.

Merchants on Tmall are usually more prominent Chinese brands and F500 international brands with established offices in Mainland China. On the other hand, merchants on Tmall Global are companies with corporate entities outside of China that sell imported products.

Tmall is China’s largest domestic eCommerce platform, with over 500 Million registered customers and 50,000 international and Chinese merchants.

The main difference between Tmall and Taobao is that Taobao offers both C2C and B2C sales, while Tmall is exclusively focused on B2C. Tmall differentiates its merchant listings, brand owners, or authorized distributors from Taobao’s C2C merchants.

The Alibaba Group is the corporation that runs numerous e-commerce platforms, including, Taobao Marketplace, and Tmall.

1. Register your company on Tmall Global.

2. Open a Store and create beautifully designed pages.

3. Advertise on Tmall via PPC on Taobao & Tmall search engine.

4. Marketing to your social media to drive traffic (Weibo mainly)

5. KOL- Use Chinese Key Opinion Leaders to promote your Products.

In China’s eCommerce market, Tmall (owned by Alibaba Group Holding Ltd.) is the largest online platform. Tmall has over 800 million buyers and over 150,000 merchants. As Asia’s largest B2C retail platform, businesses can sell directly to millions of customers throughout China.

Notably, Tmall accounts for 51% of the total B2C transactions in China. The platform has over 800 million monthly active users, buying from over 180,000 international brands, such as Zara, Dior, Dyson, Chanel, and many more.

Tmall is exclusively open to China-registered brands but has a global version, “Tmall Global,” that enables foreign merchants and international brands to sell directly to consumers in China.

An E-commerce agency in China can provide local expertise, navigate regulatory complexities, optimize your online presence, and tailor strategies for the unique Chinese market, ultimately boosting your business’s online success.

E-commerce marketing in China differs due to distinct consumer behavior, social media platforms, payment methods, and regulatory nuances. Understanding these differences is crucial for effective marketing strategies in China.

Partnering with an E-commerce advertising company in China offers access to specialized knowledge, precise targeting, local market insights, cost-effective advertising solutions, and the ability to reach a vast online audience.

Key trends driving e-commerce growth in China include mobile shopping, live-streaming e-commerce, social commerce, cross-border e-commerce, and the integration of advanced technologies like AI and AR for personalized shopping experiences.

Success in the Chinese e-commerce market requires understanding local consumer preferences, partnering with trusted platforms like Tmall or, optimizing your online store, utilizing digital marketing, and addressing logistical and regulatory challenges.

Weibo is one of the most popular sites in China and is often considered Chinese Twitter. Like WeChat, Weibo is another platform brands commonly used for social media marketing in China. As of March 2023, Weibo has had over 593 million monthly active users and 255 million daily active users.

Branding to create connections and drive sales

Branding in China plays a vital role in building a successful business, as diverse consumer preferences and the rise of local brands make it essential to stand out and earn consumer trust and loyalty. Branding requires consistent communication with consumers.

Chinese marketers have developed a unique approach tailored to China’s mobile-first consumer. It relies on creating shareable, viral content and the presence of dominant, channel-straddling media giants. It is faster, cheaper, and, in some respects, more effective than the traditional Western marketing paradigm.

The 4 Ps of Marketing and How To Use Them in Your Strategy
The four Ps are essential in marketing a product or service to the public. The four Ps are product, price, place, and promotion.

Registering Business Trademark in Chinese Characters

One significant way of protecting your trademark in China is to register it using Chinese characters. This helps protect it in the local Chinese market because people can recognize and know about your brand.

Build trust and loyalty.

Chinese consumers are very savvy and selective when it comes to choosing brands. They value quality, authenticity, and social responsibility. To win their trust and loyalty, you must show your brand personality, story, and values on social media.


WeChat was first launched by Tencent in 2011 and has become the most used app and the most popular Chinese social media platform.

4 Smart Ways of Advertising in China



Sina Weibo.


China is the largest social media market in the world, with highly engaged users and a uniquely diverse landscape that varies considerably from the rest of the world.

91% of the online population in China has an account on a social media site, compared to 67% in the USA. 88% of Chinese social media users are active on at least one social network. An average online user in China spends at least 46 minutes on social networking sites every day.

Weibo is a public network for sharing information, while WeChat is more like a personal network; these two social interaction platforms are fundamentally different.

In 2022, there were around 1.02 million social media users in China.

WeChat. WeChat is China’s must-have social commerce platform, with over 1.2 billion monthly active users. Chinese users spend an average of over 70 minutes a day within the app.

WeChat is a Chinese instant messagingsocial media, and mobile payment app developed by Tencent. First released in 2011, it became the world’s largest standalone mobile app in 2018, with over 1 billion monthly active users.

In December 2022, Weibo Corporation reported having 252 million daily active users, up around three million from the corresponding quarter in the previous year. The microblogging company is one of China’s top social networking platforms, with about 586 million monthly active users.

A digital marketing agency in China typically offers services such as search engine marketing (SEM), social media advertising, content marketing, influencer partnerships, data analysis, and market research tailored for e-commerce businesses.

A Chinese social media agency can leverage local platforms, create engaging content, run targeted campaigns, manage user interactions, and stay updated on trends to enhance your brand’s visibility and engagement with the Chinese audience.

Key strategies include understanding the platform landscape (e.g., WeChat, Weibo, Douyin), localizing content, utilizing influencer marketing, leveraging KOLs (Key Opinion Leaders), and adapting to rapidly changing trends.

Partnering with a Chinese digital marketing agency provides access to local expertise, cultural insights, regulatory compliance, efficient ad spending, and strategies tailored to the specific demands of the Chinese market.

Brand management in China is crucial for maintaining brand reputation, building trust with consumers, ensuring consistent messaging, and navigating the competitive landscape to stand out in the market.

Challenges include fierce competition, navigating complex regulations, addressing cultural differences, protecting intellectual property, managing online reputation, and staying agile to adapt to rapidly changing consumer preferences.

Essential steps include market research, legal registration, finding a local partner, complying with regulations, obtaining necessary permits, understanding tax requirements, and adapting to local business customs.

Partnering with a social media marketing agency in China provides expertise in leveraging popular platforms like WeChat, Weibo, and Douyin, crafting culturally relevant content, engaging with local influencers, and executing effective social media campaigns tailored to the Chinese audience.

  • Improved data governance
  • Enhanced customer insights
  • Streamlined operations and supply chain
  • Scalability and growth
  • Data-driven decision making

China’s massive population and booming digital economy present many business opportunities. Data analytics in China is a game-changer. By harnessing this powerful tool, companies can gain valuable insights into consumer behavior, market trends, and emerging opportunities. Applying these insights strategically allows businesses to chart a course for growth and innovation.

The advent of big data has revolutionized data analytics in China—the sheer volume, velocity, and variety of daily data present challenges and opportunities. Big data analytics in China is the key to unlocking these opportunities. It enables businesses to process and analyze large datasets quickly and efficiently, leading to actionable insights that drive growth and innovation.

By identifying patterns, trends, and customer preferences, businesses can tailor their products and services, improve customer experiences, and remain agile in response to changing market dynamics. Integrating data analytics into business strategies is a surefire way to drive growth and innovation.

Mastering data analytics in China is not just a competitive advantage; it’s a necessity for sustainable growth and innovation. Big data analytics in China amplifies data’s power, offering unimaginable insights. With the best data management practices, businesses can navigate the complexities of data in this market and emerge as leaders in their respective industries. Embracing data analytics is the key to unlocking China’s vast potential.

Choosing the right data management platform for your business needs is crucial for practical data analysis. Consider your business needs, evaluate data management companies, look for a user-friendly platform, ensure data security, and consider data analytics in China when deciding. With the right data management platform in place, your business can leverage the power of data analytics to make informed decisions and stay ahead of the competition.

Data analytics companies provide offshore services for data management, analytics.visualization, and business intelligence to help enterprises achieve their goals. We’ll discussthe top data analytics companies around the world to understand their services and whythey are worth considering.

China’s data protection regime is in a period of change and there has been significantprogress in the field of data protection legislation in recent years. The Personal lnformationProtection Law (‘PIPL) entered into effect on November 1, 2021, and is China’s firstcomprehensive data protection law.

A Data Management Platform (DMP) is a centralized system that collects, organizes, and analyzes data from various sources to create unified customer profiles. It works by aggregating data, segmenting audiences, and enabling targeted advertising and personalized content delivery.

Data analytics in China’s business landscape is used for market research, customer profiling, sales forecasting, supply chain optimization, fraud detection, and improving operational efficiency, among other applications.

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