What is Cross-Border E-Commerce in China? A 2025 Guide for International Brands

With China’s e-commerce transaction volume projected to exceed $8.6 trillion in 2025 and a robust annual growth rate of 12%, the market’s allure is undeniable. Yet, for international brands, accessing Chinese consumers isn’t as simple as listing products online.... So, how do you start an e-commerce business in China? And what exactly is Cross-border e-commerce? This guide will help you understand the essentials, including China’s cross-border e-commerce policy, market value, and steps to get started.

What is Cross-Border E-Commerce (CBEC)?

Cross-border e-commerce allows international brands to sell products directly to Chinese consumers through specialized online platforms, without the need for a local business entity or physical presence in China. CBEC leverages dedicated channels, streamlined customs processes, and supportive government policies to lower entry barriers for overseas companies.

Key CBEC platforms in China include:

• Tmall Global

• JD Worldwide

• Kaola

• Xiaohongshu (Little Red Book)

• Douyin (TikTok China)

• Pinduoduo

Unlike traditional methods of offline sales through finding a distributor, cross-border e-commerce (CBEC) is a much more effective route to entry into the Chinese market, with the key e-commerce platforms, that enable brands to digitally:

• Set up virtual storefronts

• Manage inventory & logistics

• Accept payments in RMB

All while reaching hundreds of millions of active online shoppers, without the need to establish a local entity or physical warehouse in China.

How to Start an E-Commerce Business in China? (How Does CBEC Work in Practice?)

1. Market Research & Strategy    Understand Chinese consumer needs, trends, and the competitive landscape. For example, health and beauty brands must localize product claims and marketing messages to resonate with local preferences.

2. Storefront Setup    Open a flagship store on Tmall Global, JD Worldwide, or other leading platforms. This usually requires working with a local partner or a third-party service provider, like Export Now Asia.

3. Content Localization & KOL Marketing    Adapt product listings, visuals, and messaging for Chinese audiences. Engage Key Opinion Leaders (KOLs), Key Opinion Sellers (KOS), and Key Opinion Consumers (KOC) to build trust and drive sales.

4. Logistics & Customer Service    Utilize bonded warehouses in China’s free trade zones for efficient shipping. Provide responsive customer service in Mandarin, including post-purchase support.

5. Compliance & Payments    Ensure products meet Chinese import standards (ingredients, labeling, etc.). Accept RMB payments via Alipay, WeChat Pay, and UnionPay.

What is Cross-Border E-Commerce Policy in China?

Cross-border e-commerce policy in China is designed by the government to make it easier for international brands to sell online. The CBEC offers many simplified customs procedures, lower import taxes, and pilot free trade zones. However, it is important to note that regulations can change quickly, so staying updated and compliant is essential for long-term success.

Why Work with Export Now Asia?

At Export Now Asia, we provide a turnkey CBEC solution for international brands to navigate the complexities of the Chinese market. From in-depth market research specific to Chinese consumer trends, to leveraging local KOLs to drive brand awareness on Chinese social media, we cover marketing strategy and logistics so you can focus on your brand. Our expertise across platforms like Tmall, JD.com, Douyin, and Xiaohongshu ensures your products are positioned for success in China’s dynamic digital landscape.

So what are you waiting for? Take the first step to launching your brand and product in China!

Book a FREE Consultation now 

Get expert advice with Export Now Asia on your cross-border e-commerce strategy to empower your brand to succeed in China’s fast-growing digital economy