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E-commerce in China: complete guide to cross-border platforms

E-commerce in Cina: guida completa alle piattaforme transfrontaliere

E-commerce in China represents one of the most dynamic and rapidly growing markets in the world. With over 1.4 billion inhabitants and an expanding middle class, China offers immense opportunities for international companies. In the last ten years, the Chinese e-commerce market has seen exponential growth, supported by the increasing penetration of the internet, the rise in disposable income, and the widespread adoption of smartphones."

Furthermore, cross-border e-commerce platforms have facilitated Chinese consumers' access to international products, significantly increasing the volume of online sales.


To give an idea of the size of this market, consider that in 2023 online retail sales in China exceeded 2.5 trillion dollars, representing about 50% of global e-commerce sales. The continuous evolution of consumer preferences, along with technological innovation and advanced logistics, positions China as the undisputed leader in the global e-commerce sector."


Overview of the e-commerce market in China, growth and current trends

The e-commerce market in China is characterized by impressive growth and trends that reflect a continuously evolving landscape. The sector's growth has been fueled not only by a large number of online consumers but also by technological innovations and changes in purchasing behaviors. Chinese users are highly connected and digitally advanced, with over 900 million people regularly using the internet.


One of the most significant trends is the rise of mobile commerce (m-commerce), which accounts for over 70% of e-commerce transactions. Chinese consumers prefer using their smartphones for online shopping due to the convenience and speed offered by mobile shopping apps.


Furthermore, social commerce is gaining momentum. Platforms like WeChat, Weibo, and Douyin (the Chinese version of TikTok) are not just communication channels but also full-fledged marketplaces where users can discover, evaluate, and purchase products. Live streaming and reviews from Key Opinion Leaders (KOLs) are powerful marketing tools that significantly influence purchasing decisions.


Lastly, the increasing preference for high-quality products and international brands among Chinese consumers has led to greater demand for imported goods, opening up further opportunities for foreign companies.

The main cross-border e-commerce platforms in China

In the Chinese market, there are several cross-border e-commerce platforms that allow foreign companies to sell their products directly to Chinese consumers. Among these, the most notable are Tmall Global, JD Worldwide, Kaola, and WeChat. Each of these platforms offers unique advantages but also presents some challenges to consider.


Tmall Global (天猫, tiānmāo)

Tmall Global, a subsidiary of the giant Alibaba, is one of the most popular cross-border e-commerce platforms in China. It is renowned for its wide range of high-quality products and the trust it inspires among Chinese consumers due to its rigorous seller selection process.


Advantages: large user base, strong reputation, robust logistical support.

Disadvantages: high entry costs and commissions, stringent requirements for sellers.


JD Worldwide (京东国际, jīngdōng guójì)

JD Worldwide is the cross-border e-commerce platform of, another giant in Chinese e-commerce. Known for its advanced logistics and fast delivery times, JD Worldwide is ideal for brands looking to ensure a smooth and fast shopping experience for consumers.


Advantages: excellent logistics infrastructure, access to a wide customer base, support in marketing operations.

Disadvantages: intense competition, requirement for significant investment in marketing.


Kaola (考拉海购, kǎolā hǎigòu)

Kaola, acquired by Alibaba in 2019, has quickly established itself as one of the leading cross-border e-commerce platforms in China. It is particularly appreciated for its imported products and guaranteed quality.


Advantages: strong focus on imported products, high quality standards, good reputation among consumers.

Disadvantages: competition with other Alibaba platforms, high operating costs.


WeChat (微信, wēixìn)

WeChat is much more than just a messaging app: it is a ubiquitous platform in the daily lives of Chinese people. Launched in 2011 by Tencent, it has quickly grown into a multifunctional digital ecosystem with over one billion monthly active users. Businesses can create Mini Programs within the app, which are custom applications where they can showcase and sell their products in their own personalized stores.

Advantages: WeChat has become an integral part of Chinese culture and economy.

Disadvantages: intense competition and the need for continuous investment.

These platforms offer foreign companies various avenues to enter the Chinese market, but choosing the right platform depends on specific business needs and the adopted market strategy.

Requirements and regulations for cross-border e-commerce in China

To operate in the cross-border e-commerce market in China, companies must comply with a series of specific regulations and requirements. These regulations have been implemented by the Chinese government to ensure the quality of imported products and to protect consumers.

Chinese regulations for imports

Chinese regulations require that all imported products adhere to local safety and quality standards. This means that companies must be prepared to provide detailed documentation about their products, including certificates of origin, test reports, and compliance with Chinese standards. Additionally, certain products such as food, cosmetics, and children's products are subject to particularly strict regulations and must be registered with the relevant authorities before they can be sold.


Licenses and necessary documentation

Businesses wishing to sell through cross-border e-commerce platforms must obtain specific import licenses and register with Chinese customs authorities. They need to provide comprehensive documentation, including company details, product catalogs, and shipping methods. In some cases, it may be necessary to collaborate with a local partner to facilitate the registration process and ensure regulatory compliance.

Taxes and fees

Products imported into China are subject to customs duties, value-added tax (VAT), and other tariffs. The rates vary depending on the category of goods and the imported value. Cross-border e-commerce platforms often provide consultancy and support services to help businesses accurately calculate applicable taxes and manage customs formalities.


Complying with these regulations is essential to avoid delays, fines, and other legal issues that could jeopardize access to the Chinese market. Companies need to be well-informed and prepared to meet all legal and administrative requirements to successfully operate in cross-border e-commerce in China.

E-Commerce in China 2024: trends, technologies and opportunities

The e-commerce landscape in China continues to evolve rapidly, influenced by changes in consumer behavior, technological innovations and new market opportunities.


In 2024, Chinese consumers have become increasingly sophisticated and demanding. There is a growing preference for high-quality products and international brands, with particular attention to sustainability and brand ethics. Chinese consumers are also heavily influenced by online reviews, Key Opinion Leaders (KOLs), and livestreaming, which play a crucial role in purchase decisions.


The product categories that continue to dominate the e-commerce market include cosmetics, fashion, electronics and home products. However, in recent years, there has been an increase in demand for niche and customized products, including organic foods, dietary supplements, and personal care items.


Technology is the primary driver behind the evolution of the e-commerce market in China. Artificial intelligence (AI) is used to personalize the shopping experience, improve product recommendations, and optimize inventory management. Virtual reality (VR) and augmented reality (AR) are transforming how consumers interact with products online, offering immersive shopping experiences. Blockchain technology is employed to ensure traceability and authenticity of products, which is particularly crucial for luxury goods and food products.

In the near future, the adoption of technologies like AI, VR, and blockchain is expected to continue growing, further enhancing consumer experience and operational efficiency for businesses. Additionally, the expansion of intelligent logistics infrastructure and the integration of big data and Internet of Things (IoT) are set to revolutionize the sector even further.

Exporting to China: opportunities and strategies for Italian companies in cross-border e-commerce

The Chinese market holds a strong attraction for products Made in Italy, renowned for their quality, design, and craftsmanship. Sectors such as fashion, food, wine, cosmetics, and furniture are highly appreciated by Chinese consumers. Italian products benefit from an excellent reputation and are increasingly sought after by a middle class that values luxury and originality.


In the fashion sector, Italian brands are synonymous with elegance and style. Luxury clothing, footwear, and accessories are highly sought after. The Italian food industry also enjoys great popularity, with a growing demand for pasta, olive oil, wines, and typical desserts. Italian cosmetics, known for their quality and innovation, are capturing a significant share of the market. In furniture and design, Italian products are appreciated for their unique style and attention to detail.


Many Italian companies have achieved significant success in the Chinese market. For instance, the fashion brand Gucci has experienced exponential growth in online sales through targeted marketing strategies and collaborations with local Key Opinion Leaders (KOLs). The wine producer Antinori has utilized cross-border e-commerce platforms to expand its presence in China, with marketing campaigns highlighting the tradition and quality of Italian wine. Similarly, the cosmetics brand KIKO Milano has achieved noteworthy results by leveraging social media and influencer marketing to reach Chinese consumers.


Marketing strategies for the Chinese market

To succeed in the Chinese market, Italian companies must adapt their communication and branding to local preferences and expectations. This means not only translating content into Chinese but also understanding and respecting cultural differences. Packaging, brand messaging, and advertising campaigns should resonate with the Chinese audience. For example, using symbols of good fortune and colors associated with luck (such as red) can have a positive impact.


Social media play a crucial role in marketing in China. Platforms like WeChat, Weibo, and Douyin are not just communication tools but also powerful channels for sales and promotion. WeChat, in particular, is an ecosystem on its own that allows companies to create mini-programs, online stores, and targeted advertising campaigns. Weibo is ideal for increasing brand visibility through viral posts and collaborations with Key Opinion Leaders (KOLs). Douyin, with its short video format, is perfect for creative and engaging campaigns that capture the attention of young consumers.


Key Opinion Leaders (KOLs) have a significant influence on purchasing decisions among Chinese consumers. Collaborating with local KOLs can help Italian companies build trust and credibility. These influencers can promote products through reviews, live streaming sessions, and social media posts, reaching a wide audience in an authentic and persuasive manner.


Companies must design marketing campaigns that cater to the specific needs of Chinese consumers. Seasonal promotions, such as those tied to Chinese New Year, Singles' Day (11.11), and other local festivals, can be particularly effective. Offering discounts, special bundles, and gifts with purchase are strategies that appeal to Chinese consumers.


These marketing strategies, if implemented correctly, can help Italian companies build a strong presence in the Chinese market and fully capitalize on the opportunities offered by cross-border e-commerce.

Social brand protection and trademark registration in China: how it works and what should be registered

Challenges and solutions for Made in Italy export to China

Exporting to China presents a series of challenges that Italian companies must carefully navigate. Among the main obstacles are language and cultural barriers, the complexity of local regulations, intense competition, and the need for efficient logistics.

To overcome language and cultural barriers, it is essential to invest in accurate localization of content and a deep understanding of Chinese consumer habits and preferences. Collaborating with local experts and specialized marketing agencies can make a significant difference for several reasons, including


  1. Detailed market research: Before entering the Chinese market, it is crucial to conduct detailed market research to understand trends, product demand, and competition.

  2. Local partnership: Establishing partnerships with local partners can facilitate market entry and help navigate regulatory and logistical complexities.

  3. Investing in logistics: Ensuring efficient logistics is essential to meet the expectations of Chinese consumers regarding fast delivery times. Companies should consider using local warehouses and advanced logistics services.

  4. Targeted digital marketing strategies: Using the most popular digital channels in China, such as WeChat, Weibo, and Douyin, to reach the target audience is crucial. Marketing campaigns should be creative and tailored to Chinese holidays and special occasions.

  5. Regulatory compliance: Adhering to all local regulations is essential to avoid sanctions and delays. It's important to collaborate with legal consultants and compliance experts who can guide companies through the regulations.


Implementing these solutions can help Italian companies overcome the challenges of exporting to China and build a successful presence in the cross-border e-commerce market.



The Chinese e-commerce market represents an extraordinary opportunity for Italian companies looking to expand their global presence. Despite the challenges, the opportunities presented by the growing demand for high-quality products and international brands in China are immense. To succeed, it is crucial to understand the nuances of the local market, adapt marketing and communication strategies accordingly and comply with all current regulations.


Collaborating with local partners and leveraging cross-border e-commerce platforms like Tmall Global, JD Worldwide, and Kaola can facilitate access to the Chinese market and significantly increase the chances of success. Additionally, adopting new technologies and implementing innovative marketing strategies can help Italian companies differentiate themselves in a highly competitive market.


Finally, for Italian companies wishing to enter the Chinese market with their products, relying on experts in e-commerce digital marketing such as China Digital Marketing can be a winning choice. We want to be your partners and support you comprehensively, from regulatory consultancy to managing marketing campaigns, ensuring an effective and sustainable entry into the dynamic Chinese market.


Exploring and investing in the Chinese market can lead to significant business expansion and new growth opportunities. Italian companies that manage to understand and adapt to the needs of Chinese consumers will gain a competitive advantage and can build lasting and profitable relationships in one of the world's most promising markets.


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