5 Common Mistakes Foreign Brands Make When Entering China’s E-Commerce Market (and How to Avoid Them)

Breaking into China’s e-commerce market can unlock massive gains for your brand! However… without a clear gameplan and entry strategy tailored for mainland China, simple mistakes can quickly add up to devastating results whether it be the loss of sales or slow growth, damaged or lost inventory working with a bad distributor— these results not only drain your budget, but block your brand’s efforts from any real results in tapping into the mainland market. So, what does it take to compete and win within China’s e-commerce market space? And just as importantly, how do you get it right from the start?

Well, in this ENA blog post, we’re here to break down the most common pitfalls when entering the mainland China market and what your business can do to stand out and win over Chinese consumers!  

Many foreign brands struggle because they miss what makes China different.  If you want to compete and win with Chinese consumers, you need to know what works—and what doesn’t. Avoiding these common mistakes is the first step to turning effort into real results.

1. Ignoring Local Consumer Preferences

What sells at home probably won’t sell in China without changes.

• Chinese consumers care about different things—packaging, flavors, and even product features.

• Local holidays like Singles’ Day and 618 drive huge spikes in sales. Miss them and you miss out.

How to avoid it:

Do your homework on what Chinese customers like. Test your products and packaging. Build your promotions around local shopping festivals.

Quick gut check:

Does your product actually fit local tastes and trends?

2. Underestimating E-Commerce Platform Complexity

China’s platforms aren’t like Amazon or Shopify.

• Each platform—Tmall, JD, Xiaohongshu, Douyin—has its own rules and audience.

• Some require lots of paperwork and fees.

• Social platforms rely on influencers, not just product listings.

• Spreading yourself across too many platforms at once is a fast way to burn out.

How to avoid it:

Pick one or two platforms that best match your target market. Understand their requirements before you launch. If you can, find a local partner who knows the ropes.

Pro-Tip:

One technical mistake can get your store hidden or even shut down.

3. Failing to Localize Content and Customer Service

A Google Translate job won’t cut it.

• Awkward translations turn off buyers.

• No Mandarin support? Expect customer questions to go unanswered (and carts to be abandoned).

• Chinese consumers expect fast responses, especially during busy shopping periods.

How to avoid it: Hire local writers for your product pages. Offer quick customer service in Mandarin. Train your team to handle questions fast—especially during sales.

Worth it: Brands that invest in good localization see more sales and happier customers.

4. Neglecting Compliance and Regulations

China’s import rules are strict and always changing.

• Labels, packaging, and ingredients must meet local standards.

• Non-compliance leads to fines or lost shipments.

• Sending small shipments “under the radar” doesn’t work.

How to avoid it: Keep up-to-date on regulations for your products. Work with reliable local agents. Double-check everything before shipping.

5. Overlooking the Power of Social Influence

In China, social media isn’t just marketing—it’s how people shop.

• Influencers (KOLs and KOCs) drive trends and sales.

• Social commerce is front and center, not just an extra.

• The wrong influencer partnership can waste your budget.

How to avoid it: Find influencers who fit your brand and audience. Focus on genuine content and real reviews. Keep an eye on trends and adjust your approach often.

Ask yourself: Who’s talking about your brand, and what are they saying?

Other Common Misconceptions

• Entering the market doesn’t guarantee sales. You have to earn trust and attention.

• The market is crowded. You need a clear reason for customers to choose you.

• Competing on price alone won’t work—quality and reputation matter more.

• Even with good logistics, cross-border shipping can be tricky.

  
  

The Bottom Line (The Cold Hard Truth): Success in China isn’t about shortcuts. It’s about understanding the market, building trust, and being prepared to adapt.

Don’t reinvent the wheel—or stumble over the same obstacles others have already. If you want real results in China, learn from proven mistakes, tap into local know-how, and always keep your customers’ expectations front and center.

Why Work with Export Now Asia? We’ve helped countless global brands succeed where others struggle. Export Now Asia takes the guesswork out of entering China’s market. Our team covers it all: market research, influencer marketing, store management, and logistics—so you stay informed, compliant, and ahead of the curve.

Ready to launch your brand in China?

Book a FREE Consultation now and get expert, practical advice for your cross-border e-commerce strategy. Don’t just dip your toes in—set yourself up to win.