The Cross-border E-commerce (Haitao) Opportunity in China

Published: 25 May 2018

Understanding the Chinese consumer and strategies for international retailers to succeed in China’s booming online shopping market.


China is now the world’s largest online shopping market. Driven by rising levels of personal wealth and high Internet connectivity, Chinese consumers are on track to spend over US$1 trillion online in 2018. A notable trend is the strong preference of many Chinese online shoppers to buy from overseas brands and retailers through cross-border online shopping - known as haitao or CBEC (cross-border E-commerce). Simply, it involves a Chinese consumer placing an order online with an overseasbased online retailer, who ships the product from outside the Chinese.

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