Pattern has polled Chinese shoppers to assess changes in their behaviour, which online channels they favour for cross-border buying, what they look for from western products and how they go through the buyer’s journey, from awareness to trust, and buying.
This report shares findings from the research:
- Online spending to rise substantially
67% of Chinese cross-border online shoppers expect to spend more buying online in the next 12 months.
- Tmall Global is the leading cross-border shopping channel
Tmall Global was approved by 85% of respondents as their favourite cross-border buying channel, leading other online marketplaces, shopping agents and foreign brands’ direct-to-customer websites.
- Brands’ official presence is trusted
70% of the respondents said Western brands gained their trust from information on brands’ storefronts on marketplaces.
- Shoppers want more than price
69% of the respondents gave priority to guaranteed authenticity, followed by better product quality (63%), better customer services (57%), and better prices than elsewhere (50%).