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The prevalence of online shopping and cross-border logistics boosted the development of cross-border e-commerce imports in China. Many cross-border online marketplaces were built up in recent years providing consumers with a one-stop-shop for products from all over the world. In 2023, the Alibaba-owned cross-border shopping platform Tmall Global possessed nearly ** percent of the entire import cross-border B2C e-commerce retailers. 

Concerns about counterfeits

Chinese consumers chose to shop on overseas online shopping platforms to avoid counterfeits. However, the reality is that more than ** percent of the overseas consumers have bought counterfeits online, mostly fake toiletries and beauty products. Generally, Chinese cross-border online shoppers trusted cross-border shopping channels within horizontal e-commerce platforms more, compared to e-retailers specializing in overseas products.

The acquisition of Kaola

In September 2019, the Chinese e-commerce giant Alibaba announced its acquisition of Kaola.com, the second-largest cross-border e-commerce platform in China. The purchase helped Alibaba to establish its dominance in the cross-border e-commerce sector. As of 2021, Alibaba-owned overseas shopping e-commerce platforms occupied a total of more than ** percent of China’s cross-border import online retail market.