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Cross-Border E-commerce in China: 2020 Performances and Trends

Tmall Global is on the fast track as a first choice for global brands to reach China market. Since April 2020, the entry of new overseas brands into Tmall Global has increased by 125% year-on-year, and turnover has increased by 113% year-on-year. Koala has upgraded itself to a membership-based e-commerce platform. JD Worldwide has started to expand offline cross-border retail import business.

This past year the cross-border e-commerce industry has seen a more favorable environment as the number of retail import pilot cities has expanded close to 1.5 times. Additionally, the convening of the third CIIE right on schedule shows China is opening up wider and supporting new forms and models of cross-border e-commerce.

China's consumers are pursuing premium overseas products to meet their aspirations for progress in looking after themselves, their families, and their pets. With the global pandemic raging on, now perhaps more than ever, cross-border platforms represent an incredibly competitive way for foreign brands to sell to China.

Tmall Global, Kaola, and Jingdong Worldwide were the TOP3 cross-border import e-commerce retailers in 2020 Q1, with a market share of 35.7%, 27.1%, and 13.4%, respectively [1]. We have revisited the roads taken by these major players' over 2020 and highlighted a few key trends.

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