2024 Research Report on New Opportunities for Overseas Merchants in China's Cross-Border E-Commerce

The report shows that in 2023, the global cross-border B2C e-commerce market reached a scale of $1.5 trillion, a year-on-year increase of 25%. As of 2023, China has 1 billion internet users and 168 million cross-border e-commerce users, making it the world's largest online retail market and the second-largest consumer spending country globally. The demand for high-quality goods among Chinese consumers is driving rapid growth in the supply and demand of cross-border consumer products.

In 2023, China's total imports amounted to 17.99 trillion yuan, a slight decrease of 0.3% year-on-year. However, cross-border B2C import e-commerce, dominated by the B2C model, achieved a positive growth of 3.9%. The significant growth potential of cross-border B2C import e-commerce is driven by factors such as low tax burdens, high user value, and an expanding list of goods. This sector is particularly suitable for emerging overseas brands to test the waters in the early stages of their layout in the Chinese market.

The concepts of omnichannel marketing and integrated brand and performance effectiveness have become key to the success of overseas merchants. Omnichannel marketing means consistency in brand messaging and pricing strategies across all channels, while integrated brand and performance effectiveness refers to the ability of brand exposure to generate sales output. This prompts merchants to readjust budget strategies, balancing brand promotion expenses with sales costs, and fully grasping the impact of strategic investment on brand promotion and sales revenue.

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