Shopping guide websites are the top referral of China cross-border online shoppers (59.8%), followed by family & friends (51.2%) and search (47.3%) according to iReseach.
50.6% China online shoppers access cross-border online shopping sites via shopping navigation sites; 49.3% by entering a website URL, 46.3% via browser bookmarks.
Nearly 80% online shoppers purchase on domestic cross-border e-commerce websites such as Tmall Global and JD Worldwide.
60.8% online shoppers buy cross-border products through domestic e-commerce channels while 40.9% online shoppers through overseas global e-commerce websites.
The top 3 cross-border online shopping categories are makeup & skin care (45.7%), mother & baby products (39.3%), and health supplements (38.6%).
Read more: China cross-border consumers to account for over half of total digital consumers by 2020