, China

Tmall Global emerges as Chinese shoppers’ favourite platform

It is followed by JD.com Global and Amazon.cn. 

Tmall Global emerged as the favourite channel of Chinese consumers for cross-border shopping online, a report found. 

In a report that surveyed 1,000 Chinese consumers, Pattern found that 85% prefer Tmall Global, whilst 53% and 39% prefer JD.com Global and Amazon.cn, respectively. 

Also amongst the top five were Kaola (21%) and VIP.com Global (21%).

“It’s is clear why Tmall Global is the first choice for Western brands wanting to sell cross-border into China, as it is also the most favoured platform by consumers who shop cross-border,” the report read in part. “However, there are many other options for Chinese consumers to choose from.”

Pattern noted that Amazon remains popular, particularly amongst consumers in the top household income group, or those who have an income of US$150,000 or higher. 

The same report found that Chinese consumers expect they will spend more on online shopping in the next 12 months.

Moreover, Pattern reported that clothing (78%) and beauty (71%) products topped the categories that were purchased most by Chinese shoppers on Tmall Global. 

This is followed by snacks, beverages, alcohol and groceries (69%), mobile phones, computers and accessories (64%) and watches, glasses and jewellery (55%). 

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