As global consumers increasingly focus on "Made in China" products and Chinese enterprises seek to showcase quality goods on the world stage, Amazon China has emerged as a crucial facilitator through its distinctive "dual-engine" strategy. This approach connects Chinese businesses with international markets while giving Chinese consumers access to global products.
China's Cross-Border E-Commerce Boom
Recent data from Amazon China reveals explosive growth in cross-border commerce. Since launching direct international shipping in October 2014, Chinese consumers have purchased nearly 17 million items through Amazon's cross-border platform. The first quarter of 2017 saw sales in Amazon's overseas stores reach 11 times the volume of the same period two years prior.
Concurrently, Amazon's Global Selling program has enabled Chinese merchants to access over 300 million active Amazon users worldwide, transforming "Made in China" into global brands.
Global Selection, Local Optimization
Amazon's overseas shopping platform, launched in 2014, quickly gained traction by offering authentic products, transparent pricing, and reliable logistics. The platform expanded to include curated selections from Amazon's U.S., U.K., and Japan stores, creating Amazon's first multi-market global store.
By April 2017, Chinese consumers had purchased approximately 17 million items through cross-border direct shipping. To enhance the shopping experience, Amazon introduced its Prime membership to China, offering unlimited free international shipping on over 6 million eligible products.
Notable Prime offerings include Samsonite luggage, SKECHERS footwear, Maclaren strollers, and premium kitchenware from WMF. The Onkyo SKS-HT594 home theater system tops the Prime savings list, with members saving over 1,300 yuan ($200) on shipping for a single order.
Empowering Chinese Sellers Globally
Since introducing its Global Selling program in 2012, Amazon has opened nine international marketplaces to Chinese sellers, including the U.S., Canada, Germany, and Japan. In late 2016, Amazon further expanded opportunities through its Business Seller Recruitment Plan, connecting Chinese merchants with institutional buyers in North America and Europe.
Amazon Business, launched in the U.S. in 2015, surpassed $1 billion in annual sales within its first year. The platform now hosts over 45,000 sellers and processes more than half of Amazon's commercial procurement orders.
In 2017, Amazon's Global Selling program focuses on four strategic priorities:
1. Expanding Chinese seller access to Amazon Business in key markets
2. Enhancing product quality to improve customer experience
3. Optimizing brand management tools for global brand building
4. Supporting manufacturing upgrades through direct global sales channels
Through these initiatives, Amazon China continues to drive cross-border e-commerce growth, creating new opportunities for both Chinese consumers and businesses in the global marketplace.