Analysis of Chinese Cross-Border E-commerce Shoppers' Behavior Characteristics

Analysis of Chinese Cross-Border Shopping User Behavior

With the rapid development of internet technology and the continuous advancement of globalization, cross-border e-commerce has become a new consumption model. As one of the largest e-commerce markets in the world, China has witnessed particularly significant growth in its cross-border shopping user base. In recent years, the scale of China's cross-border shopping market has continued to expand, attracting attention from numerous international brands while profoundly influencing domestic consumers' shopping habits and lifestyles.

According to a 2025 report on China’s cross-border import retail e-commerce industry released by iResearch, the number of cross-border shopping users in China is expected to reach 180 million by 2025, representing a year-on-year growth of approximately 15%. This figure reflects the joint push of growing consumer demand for high-quality products and the convenient services provided by cross-border e-commerce platforms. For instance, platforms like Tmall International and JD Worldwide have optimized logistics systems, offered diverse payment methods, and improved after-sales services, significantly enhancing user experience and encouraging more Chinese consumers to purchase overseas goods online.

From the perspective of user profiling, cross-border shopping users in China are primarily concentrated in firstand second-tier cities, with young people forming the main group. These individuals typically possess higher educational backgrounds and stronger purchasing power, seeking personalized and quality-oriented products, and are willing to pay a premium for them. Women account for more than sixty percent of users, showing a preference for beauty and skincare products as well as baby care items. Notably, as Generation Z gradually becomes the dominant consumer group, they place greater emphasis on brand stories and environmental protection concepts when choosing cross-border shopping options, posing higher demands on brands.

In terms of purchasing motivation, price advantage remains an important factor for attracting Chinese consumers. However, compared to earlier times when cost was the sole consideration, today’s users increasingly value product safety and reliability. For example, many parents prioritize purchasing imported milk powder or infant food through official channels, while some consumers also refer to key opinion leaders KOLs and social media reviews before making decisions. This shift reflects enhanced consumer rationality and increased trust in brands.

Regarding product categories, beauty and personal care, food and health supplements, and baby care products have consistently dominated the market. However, in recent years, clothing, shoes, and bags have rapidly gained traction. Lululemon, a brand specializing in yoga wear, has quickly won over loyal fans due to its comfort and design appeal, achieving strong sales both online and offline. Additionally, as health awareness spreads, functional foods such as protein powders and vitamin supplements have also become popular items. These changes indicate that the structure of China’s cross-border shopping market is undergoing subtle adjustments, where single-dimensional competition is no longer sufficient to meet consumer needs.

It is worth noting that the rise of live-streaming e-commerce has brought new opportunities to China’s cross-border shopping scene. Short video platforms like Douyin and Kuaishou have entered the cross-border business arena by inviting foreign influencers to demonstrate and explain products in real-time. For instance, a well-known blogger once sold thousands of bottles of a niche Japanese perfume during a live stream within just a few minutes. This vivid and intuitive format greatly lowers consumer cognitive barriers while allowing businesses to more precisely reach target audiences.

Despite these developments, the cross-border shopping market still faces several challenges. First, there is the issue of supply chain stability, especially during special periods when transportation disruptions may directly affect user experience; second, there is the uncertainty surrounding legal regulations, as balancing innovation with compliance remains a challenge; finally, the intensifying competition among traditional e-commerce platforms and emerging players exerts pressure. For participants in this field, only by continuously improving service quality and strengthening brand building can they maintain their footing in this vast blue ocean.

In summary, Chinese cross-border shopping user behavior exhibits diversified and refined characteristics, reflecting changes in consumer psychology under the backdrop of consumption upgrades. In the future, with technological advancements and improvements in the social environment, this field is poised for even broader development prospects. However, for all participants, only by adhering to a human-centered philosophy can they truly win market favor.