China has always been a disruptor in the eCommerce and social commerce sector – evolving new models and omnichannel solutions faster than any other marketplace. The country is the leading eCommerce market in the world, accounting for more than half of the online retail sales in 2021. With a population of 780 million digital consumers, eCommerce sales hit £2.3 trillion.
Chinese consumers are also changing faster than their peers in other markets. Consumers’ purchasing behaviours are continuously in flux, which presents a constant challenge for international brands looking to engage with their customers. The rise of 232.68 million Gen Zs as a driving consumer force is setting new trends in communicating with targeted customers.
CBBC member Samarkand Global’s white paper Understanding China’s Decentralised eCommerce Landscape looks to shed light on the shift towards more diversity in China’s cross-border eCommerce space. The ecosystem, according to Samarkand, is decentralising from the dominating Alibaba-operated Tmall Global and Tencent-backed JD World platforms to a more competitive landscape, with social commerce players such as Douyin (Tik Tok), Kuaishou and WeChat rising to take considerable market shares.
This 8-page report outlines the challenges for international brands in cross-border eCommerce and notes how such decentralisation can be turned into promising opportunities. I hope you enjoy reading this as much as I did.
