July 10, 2018
When considering cross-border e-commerce, our perspective often is focused on the markets where U.S. companies see the greatest opportunity. China is generally seen as one of the great e-commerce destinations both from a demographic and growth perspective. But, can lessons be drawn from where Chinese companies are focusing their international efforts? A new report covered in China’s state-run news service Xinhua suggests that U.S. consumers are not the primary target of some of China’s best-performing stores. High-growth markets in India and the Middle East are gaining favor.
The report said five of the 10 top e-commerce apps in China focus on those two markets. India, it said, attracts Chinese sites with its huge population and enormous potential for economic growth. Countries in the Middle East sport rich populations and high smartphone penetration while lacking textile sectors that would enable domestic apparel stores to flourish more widely.
Chinese e-commerce companies still look to established markets of Europe and North America, but the growth of emerging markets is capturing some of the attention they used to garner.