Surfing China's cross-border e-commerce wave

Renata Thiébaut

Cross-border e-commerce in China is distinctive because international companies are allowed to sell certain goods to Chinese consumers online, through platforms such as Tmall Global or JD Worldwide or NetEase Kaola, at preferential duty rates and without a license to operate a business in the country.

China has the advantage of not only having the largest online population in the world but also a strong digital infrastructure, serving the entire country with fast delivery that could be as fast as 30 minutes. The competition of several internet players strongly contributed to today's e-commerce boom. China is projected to reach RMB$11.3 trillion of GMV in 2020, according to Statista.

As a foreign brand, starting a business in China was never this easy since the country is adopting different measures to welcome foreign brands amid increasing interest for foreign products by its middle class. 

Alibaba, for...

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