User number of cross-border import e-commerce trade in China 2013-2023

In 2023, around 189 million Chinese customers had engaged in cross-border import e-commerce, growing from 167 million the previous year. The trade value of cross-border import business reached approximately 3.6 trillion yuan that year. 

“Daigou” in China

While the market size of cross-border online retail exceeded 551 billion yuan in 2023, China’s “daigou” industry appeared to slow down considerably after thriving for two decades. “Daigou” is a unique Chinese term for an overseas shopping agent and is well known by most Chinese online shoppers. “Daigou” purchase goods in physical stores overseas and sell them to Chinese buyers online. The craze for imported products among Chinese has increased along with their disposable income. However, the “daigou” industry hit a snag when China’s first e-commerce law was published in January 2019. With the tightening of customs regulations, it is hard for “daigou” to keep making a profit.

“Haitao” in China

The fast-growing international logistics service industry allows Chinese consumers to shop directly from overseas-based online retailers and ship their orders home. Known as “haitao”, this cross-border shopping trend has become increasingly popular among Chinese consumers. China’s leading e-commerce platforms have also expanded their business to overseas shopping. The range of products accessible in the overseas shopping market has evolved from primarily diary and cosmetic items to encompass various facets of daily life.