return Home

eMarketer: cross-border ecommerce spending expected to rise in China

A growing middle class in China with a high propensity to shop for foreign brands is helping to drive up spending on goods bought outside of China, according to eMarketer’s cross-border ecommerce spending forecast.

Total cross-border ecommerce sales in China are expected to reach US$100.17 billion by the end of 2017, with the average spend per cross-border digital buyer at $882. Average spend per buyer has increased since eMarketer’s previous forecast due to the growing awareness of overseas brands in China, as well as better logistics and the perception that foreign goods are of better quality. Also contributing to the growth is the popularity of Tmall Global, JD Worldwide and Kaola, sites that have made it easier for shoppers to access a wide variety of overseas products on a platform they are familiar with.

 

China cross-border commerce forecast ()

 

More than a fifth (23 per cent) of digital buyers in China will make at least one cross-border purchase via the internet, and growth in such purchases will start to slow over the forecast period as more residents choose local brands for some categories such as fashion. Realising the demand for better-quality goods, local brands are starting to adapt to this change.

“The factors fueling the trend toward greater cross-border shopping are nothing new, as the average Chinese consumer is now more tech savvy, more exposed to foreign brands through overseas travel and the internet and, crucially, more willing to spend,” said Shelleen Shum, senior forecasting analyst. “With shopping sites such as TMall Global, JD Worldwide and Kaola adding more brands to their offerings and improving cross-border logistics and processing times, there is an opportunity for foreign brands to tap into the demand for high-quality products, especially in categories like baby, maternity, health and beauty.”

More like this

FIPP exclusive: free eMarketer report on video trends to 2020

eMarketer: UK consumers increasingly comfortable buying by smartphone

[Congress speaker Q&A] Building a subscription-driven business from the ground up

eMarketer: WeChat leads China's mobile messaging market

eMarketer reveals worldwide social network users forecast

  • Condé Nast Launches Vogue Business in China

    Condé Nast has announced the launch of Vogue Business in China. The edition launches on WeChat on 10 December, to help more than six million fashion professionals in the country understand China’s impact on the global market landscape. 

    9th Dec 2019 Launches
  • Vogue Business on how fashion brands are leveraging Instagram content

    Last month, Kylie Jenner became the world's youngest self-made billionaire of all time when she sold a 51 per cent stake in her cosmetics brand to Coty Inc. With more than 150 million Instagram followers, Jenner’s success highlights the growing influence of the platform. Here, we speak to Vogue Business about how Instagram is now impacting the fashion industry at large.  

    9th Dec 2019 Features
  • How magazine publishers view data and privacy: three things to bolster privacy practices

    Data privacy was a hot topic of discussion at the FIPP World Media Congress, held 12-14 November, 2019 at Planet Hollywood in Las Vegas. The panel included Ting Cai, Partner Director of Product and Technology at Microsoft, Brigitte Gwyn, EVP Government Affairs at MPA, and Jean-Paul Schmetz, Founder and CEO of Cliqz, a division of Burda, and was moderated by Martha Stone Williams, the CEO of World Newsmedia Network. Panellists discussed the state of privacy on the internet, policy measures around the world, and outlined the top three things magazine media can do to bolster their privacy practices.

    9th Dec 2019 Features
  • MPA releases five-year study showcasing magazine brand vitality across formats and platforms

    MPA – The Association of Magazine Media in the USA announced the findings of a five-year study of magazine media audiences at the MPA Biennial Research Symposium last week. Under the umbrella of Magazine Media 360°, the magazine media trade group measured consumer demand by brand across formats and platforms using third-party, verified and audited data since 2014.

    9th Dec 2019 Insight News
  • Cold War Steve on media, politics, and not selling out

    Christopher Spencer aka Cold War Steve is a visual artist from the UK, currently making huge waves across the global media sphere. We recently caught up with him and his manager at the FIPP World Media Congress in Las Vegas to find out more.  

    9th Dec 2019 Features
Go to Full Site