"Reverse Cross-Border Shopping" Accelerates the Global Reach of Chinese Goods

In a new trend known as "reverse cross-border shopping," overseas consumers are increasingly purchasing Chinese-made goods through domestic e-commerce platforms, reversing the long-standing practice of Chinese consumers buying foreign products. Since the implementation of the Regional Comprehensive Economic Partnership (RCEP) on January 1, cross-border e-commerce has gained momentum, opening up fresh opportunities for trade growth.

From clothing and backpacks to home appliances and digital gadgets, more and more Chinese-made products are filling the online shopping carts of overseas Chinese communities and international buyers. This emerging trend has made it possible for goods from across the ocean to arrive right at people's doorsteps.

Peng Yi, who has been pursuing a doctorate in the U.S. for four years, frequently shops for clothes and daily necessities on Chinese e-commerce platforms. "When I see something I love, like unique clothing or specially designed bags, I order it right away, just like I did in China," she shared. With international logistics now more streamlined and secure, orders can be quickly shipped from China to freight forwarding companies and then consolidated for overseas delivery—sometimes arriving in just seven days.

According to Chinese customs statistics, the scale of cross-border e-commerce imports and exports in China has grown nearly tenfold over the past five years. In 2023 alone, cross-border e-commerce reached a total trade value of 1.92 trillion yuan, representing an 18.6% year-on-year increase. The range of exported goods has diversified, shifting from labor-intensive products like clothing and accessories to more technology-driven items such as 3C electronics and smart home devices, increasing the value of exported products.

The post-pandemic era has spurred a global surge in online shopping, ushering in a golden age for China's cross-border e-commerce sector. Major domestic e-commerce platforms have rolled out official international shipping services, and numerous small businesses have also joined the booming cross-border trade.

A survey conducted by Deloitte on over 600 cross-border e-commerce enterprises in the Asia-Pacific region revealed that 85% of these companies are small businesses with fewer than 100 employees. Despite their size, many of these companies are tapping into multiple overseas markets, with 3C products, home goods, beauty products, and clothing being top sellers. While the U.S. and Europe remain key markets, Southeast Asia is emerging as the next major growth region.

Liu Ting (pseudonym), who has lived in Singapore for several years, is a "reverse cross-border shopping" enthusiast. She regularly orders clothing, books, and toys from China. "Chinese small home appliances are affordable and high quality. When the Chinese community here renovates their homes, they practically ship entire containers of furniture from China," she said. Liu also noted that local Singaporeans are beginning to follow suit, trying out Chinese goods themselves.

During last year's "Double 11" shopping festival, Liu joined several group shipping orders organized by the local Chinese community to send containers of goods to Singapore. She explained that air freight typically takes about a week, while sea freight takes two to three weeks. Many overseas Chinese have also started their own businesses by purchasing Chinese goods in bulk and reselling them on platforms like Shopee or local secondhand websites.

This surge in cross-border e-commerce has brought significant convenience to overseas Chinese and international consumers, making it easier than ever to shop for Chinese-made products. Many international logistics companies now offer a variety of services, including repackaging, full video recording of the shipping process, real-time tracking, and customs clearance. During peak shopping periods like "Double 11," these companies often introduce special shipping promotions, encouraging more cross-border purchases.

As this trend accelerates, Chinese goods are becoming increasingly globalized. "Reverse cross-border shopping" has emerged as a major trend, further driving the export of Chinese products. For example, the city of Yiwu, known as the "global hub for small commodities," recently gained attention for its heating products, which have become popular across Europe. Between January and August of this year, Yiwu exported 190 million yuan worth of heaters, electric blankets, and warm air blowers, a 41.6% year-on-year increase. Consumers around the world are now embracing the global expansion of Chinese-made goods.