Customers Come First 2018: Understand Your Chinese Customers

Customers Come First 2018: Understand Your Chinese Customers

Competition for Chinese customers is escalating as the great market opportunities attract more retailers in the online arena. As the cross-border shopper volume growth started to slow down at 27.6% into 2018, businesses face challenges from both domestics and overseas competing for limited online customers traffic. For new entrants, they will need a lot more skills to impress customers and growth their businesses.

Nevertheless, there are still a plenty of opportunities for retailers that have a clear position and flexibility to adapt to local market demands.

The ‘Customers Come First 2018’ report from AzoyaLab covers essential data about the Chinese cross-border shoppers, where they from, when they shop, how they make cross-border purchase.


  • Chinese consumers are becoming more affluent than ever before
  • Consumption upgrade fuels cross-border e-commerce growth
  • Cross-border online shopping popularity continues to rise
  • Share of C2C transactions is shrinking, and B2C is becoming mainstream
  • Affluent regions lead cross-border shopping
  • Lower tier cities and regions grow faster
  • Female shoppers are your best customers
  • Young and working adults are the main consumers of cross-border merchandise
  • Why do Chinese customers shop from overseas online stores?
  • Top categories purchased cross-border by Chinese customers, by countries, Q2&3 of 2017
  • Most shoppers prefer to buy over 75 USD worth of products for each purchase
  • Most purchases take place during spare times on workdays
  • Cross-border shoppers prefer to shop on mobile devices, and most of them are Apple users
  • Alipay dominates international payment gateways
  • Chinese cross-border shoppers’ demands are divided
  • Retailers need to create a balance between premium and mass-market offers
  • Which channels matter most? 18 Logistics is still a pain point for most retailers
  • Trends
  • 10 Top challenges for overseas retailers selling cross-border