Cross-border E-commerce: The Process from Entering the Chinese Market to Having a Place
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Cross-border E-commerce: The Process from Entering the Chinese Market to Having a Place

Shuning Zhao 1* Xinai Zhang 2
1 Shenghua Zizhu Academy
2 Shanghai Experimental Cambridge International School
*Corresponding author: z20070620@qq.com
Published on 9 September 2025
Journal Cover
AEMPS Vol.213
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-351-2
ISBN (Online): 978-1-80590-352-9
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Abstract

Cross-border e-commerce (CBEC) is defined as the online selling of goods and services from a website to consumers in other countries. Cross-border e-commerce can be between a brand or retailer and a consumer(B2C), between two businesses(B2B), or between two private persons(C2C). Nowadays, the Cross-border e-commerce industry is growing rapidly. The purpose of this paper is to find out why cross-border e-commerce comes to the Chinese market. Then, this paper uses data and literature information to discuss the strategies that those failed CBECs took. The main question in this paper is the reason why foreign e-commerce failed to take place in the Chinese market. The result we found that includes constraints from Chinese laws and the policy limitations of the Chinese government, such as taxes is one of the most important reasons in this work. The second point is the supply chain of them. Furthermore, the different cultures between countries also affect cross-border e-commerce.

Keywords:

Cross-border e-commerce, Amazon, Chinese market

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Zhao,S.;Zhang,X. (2025). Cross-border E-commerce: The Process from Entering the Chinese Market to Having a Place. Advances in Economics, Management and Political Sciences,213,1-11.

References

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[2]. Li Jaimin. (2016) E-commerce Environment Analysis in Chinese market based on case analysis of Amazon China

[3]. Hollensen, Svend, Boyd, Britta, Ulrich, Anna Marie Dyhr. (2011) The choice of foreign entry modes in a control perspective

[4]. CROSS-BORDER E-COMMERCE AS A MARKET ENTRY MODEA CASE STUDY IN CONTEXT OF CHINA (Toni Markus Kukkonen, 2018)

[5]. Y Wang, Y Wang, SH Lee-Sustainability, 2017. The effect of cross-border e-commerce on China's international trade: An empirical study based on transaction cost analysis

[6]. Rudolf R., Mo Yamin, Matthias Hossinger. (2007) Cultural adaptation in cross-border e-commerce: A study of German Companies

[7]. Nik Martin, 2019. Why Amazon struggled to beat Alibaba in China

[8]. NISHIYAMA, SHIGERU& MANO, YOSHIKI, 2016. E-commerce Environment Analysis in Chinese Market Based on Case Analysis of Amazon China

[9]. Yutong Shao, 2019. Discuss the Similarities and Differences of Amazon and Alibaba with Respect to Cross-border E-commerce

[10]. Feng Li. (2018) Why have all Western internet firms (WIFs) failed in China?

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[12]. Woetzel, J, Seong, J, Wang, K W, Manyika, J, Chui, M & Wong, W (2017) China's Digital Economy: A Leading Global Force.

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[15]. Lynch, P.D. and J.C. Beck, "Profiles of Internet Buyers in 20 Countries: Evidence for Region-Specific Strategies, ” Journal of International Business Studies, Vol. 32, No.4: 725-748.2001.

[16]. Cyr, D. and H. Trevor-Smith, "Localization of Web Design: An Empirical Comparison of German, Japanese, and United States Web Site Characteristics, " Journal of the American Society for Information Science and Technology, Vol. 55, No. 13: 1199-1208, 2004.

[17]. Fink, D. and R. Laupase, "Perceptions of Web Site Design Characteristics: A Malaysian/Australian Comparison, Internet Research, Vol. 10, No. 1: 44-55.2000.

[18]. Qin Lv, 2018. Supply Chain Decision-Making of Cross-BorderE-Commerce Platforms

[19]. Kim T Y, Dekker R, Hei jC, The value of express delivery services for cross-border e-commerce in European Union markets. Econometric Institute Research Papers.2016.

[20]. Ding F, Huo J Z, The Effect of Service Quality on Logistics Outsourcing Strategy in Cross-Border E-Commerce, Management Science & Engineering., no.5, pp.1-6, 2016.

[21]. Hong G B, Lin Z X, Wan X J, The pricing strategy in Cross-border imports based on platform factors, Journal ofHuaqia0UniversitySocial (Philosophy and Sciences Edition)., no.4, pp.42-51, 2016

[22]. Kawa, A.& Zdrenka, W.2016, "Conception of integrator in cross-border E-commerce", Log Forum, vol. 12, no. 1.

[23]. Jing dong Big Data Research Institute, Report on Consumption Trends of CBEC the Belt and Road; Jing dong Big Data Research Institute: Beijing, China, 2017)

[24]. Huang, Y. Understanding China's Belt & Road initiative: Motivation, framework and assessment China Econ. Rev. 2016

[25]. Supply Chain-Based Business Model Innovation: The Case of a Cross-Border E-Commerce Company (Ying Wang, Fu Jia, Tobias Schoenherr and Yu Gong, 2018)

[26]. Benner, M.; Tushman, M.L. Exploitation, exploration, and process management: The productivity dilemma revisited.Acad.Manag.Rev.2003, 28, 238256.

[27]. Lee, V. - H.; Ooi, K.B.; Chong, A.Y.-L; Sohal, A. The effects of supply chain management on technological innovation: The mediating role of Guanxi. Int. J. Prod. Econ. 2018

[28]. Gligor, D.M. particularly in logistics capabilities Holcomb, M.C. Antecedents and Consequences of Integrated Logistics Capability across the Supply Chain, Transp. J.2014, 53, 211-234.

[29]. Dobrovnik, M.; demand planning tools, and more. Herold, D.; F ü rst, E.; Kummer, S. Blockchain for and in Logistics: What to Adopt and Where to Start. Logistics2018

[30]. Fast data (2019) Analysis Report on 2019 online minus booking industry development in China, retrieved on August 2, 2017 from http: //www.199it.com/archives/975961.html

[31]. Statista (2020) Year-on-year change in monthly revenue of Airbnb affected by the coronavirusCOVID-19 pandemic in Beijing, China in 1st quarter 2020, retrieved on August 2, 2020 from https: /www, statista.com/statistics/1110445/china-coronavirus-covid-19-pandemic-impact-on-airbnb-monthly-revenue-in-beijing

[32]. Xiang, Y. and Dolnicar, S.(2018) Networks in China, in S. Dolnicar (Ed.), Peer-to-Peer Accommodation Networks: Pushing the boundaries, Oxford: Goodfellow Publishers, 148-159

[33]. Wanxin Xue, Dandan Li and Yilei Pei, 2016. The Development and Current of Cross-border E-commerce

References

[1]. Willcocks, Leslie, and Valerie Graeser. (2013). Delivering IT and eBusiness Value. Routledge. ISBN: 9781136411793

[2]. Li Jaimin. (2016) E-commerce Environment Analysis in Chinese market based on case analysis of Amazon China

[3]. Hollensen, Svend, Boyd, Britta, Ulrich, Anna Marie Dyhr. (2011) The choice of foreign entry modes in a control perspective

[4]. CROSS-BORDER E-COMMERCE AS A MARKET ENTRY MODEA CASE STUDY IN CONTEXT OF CHINA (Toni Markus Kukkonen, 2018)

[5]. Y Wang, Y Wang, SH Lee-Sustainability, 2017. The effect of cross-border e-commerce on China's international trade: An empirical study based on transaction cost analysis

[6]. Rudolf R., Mo Yamin, Matthias Hossinger. (2007) Cultural adaptation in cross-border e-commerce: A study of German Companies

[7]. Nik Martin, 2019. Why Amazon struggled to beat Alibaba in China

[8]. NISHIYAMA, SHIGERU& MANO, YOSHIKI, 2016. E-commerce Environment Analysis in Chinese Market Based on Case Analysis of Amazon China

[9]. Yutong Shao, 2019. Discuss the Similarities and Differences of Amazon and Alibaba with Respect to Cross-border E-commerce

[10]. Feng Li. (2018) Why have all Western internet firms (WIFs) failed in China?

[11]. Wang, X, & Ren, Z J. (2012) How to compete in China's e-commerce market.

[12]. Woetzel, J, Seong, J, Wang, K W, Manyika, J, Chui, M & Wong, W (2017) China's Digital Economy: A Leading Global Force.

[13]. Alashban,   A. A., E.A. Hayes, G.M. Zinkhan, and A.L. Balazs, "International Brand-Name Standardization/Adaptation: Antecedents and Consequences, " Journal of International Marketing, Vol. 10, No3: 22-48, 2002

[14]. Lim, KH, K. Leung, C.L. Sia, and MK. Lee, "Is Ecommerce Boundary-Less? Effects of Individualism Collectivism and Uncertainty Avoidance on Internet Shopping, ” Journal of International Business Studies, Vol. 35, No.6: 545-559, 2004.

[15]. Lynch, P.D. and J.C. Beck, "Profiles of Internet Buyers in 20 Countries: Evidence for Region-Specific Strategies, ” Journal of International Business Studies, Vol. 32, No.4: 725-748.2001.

[16]. Cyr, D. and H. Trevor-Smith, "Localization of Web Design: An Empirical Comparison of German, Japanese, and United States Web Site Characteristics, " Journal of the American Society for Information Science and Technology, Vol. 55, No. 13: 1199-1208, 2004.

[17]. Fink, D. and R. Laupase, "Perceptions of Web Site Design Characteristics: A Malaysian/Australian Comparison, Internet Research, Vol. 10, No. 1: 44-55.2000.

[18]. Qin Lv, 2018. Supply Chain Decision-Making of Cross-BorderE-Commerce Platforms

[19]. Kim T Y, Dekker R, Hei jC, The value of express delivery services for cross-border e-commerce in European Union markets. Econometric Institute Research Papers.2016.

[20]. Ding F, Huo J Z, The Effect of Service Quality on Logistics Outsourcing Strategy in Cross-Border E-Commerce, Management Science & Engineering., no.5, pp.1-6, 2016.

[21]. Hong G B, Lin Z X, Wan X J, The pricing strategy in Cross-border imports based on platform factors, Journal ofHuaqia0UniversitySocial (Philosophy and Sciences Edition)., no.4, pp.42-51, 2016

[22]. Kawa, A.& Zdrenka, W.2016, "Conception of integrator in cross-border E-commerce", Log Forum, vol. 12, no. 1.

[23]. Jing dong Big Data Research Institute, Report on Consumption Trends of CBEC the Belt and Road; Jing dong Big Data Research Institute: Beijing, China, 2017)

[24]. Huang, Y. Understanding China's Belt & Road initiative: Motivation, framework and assessment China Econ. Rev. 2016

[25]. Supply Chain-Based Business Model Innovation: The Case of a Cross-Border E-Commerce Company (Ying Wang, Fu Jia, Tobias Schoenherr and Yu Gong, 2018)

[26]. Benner, M.; Tushman, M.L. Exploitation, exploration, and process management: The productivity dilemma revisited.Acad.Manag.Rev.2003, 28, 238256.

[27]. Lee, V. - H.; Ooi, K.B.; Chong, A.Y.-L; Sohal, A. The effects of supply chain management on technological innovation: The mediating role of Guanxi. Int. J. Prod. Econ. 2018

[28]. Gligor, D.M. particularly in logistics capabilities Holcomb, M.C. Antecedents and Consequences of Integrated Logistics Capability across the Supply Chain, Transp. J.2014, 53, 211-234.

[29]. Dobrovnik, M.; demand planning tools, and more. Herold, D.; F ü rst, E.; Kummer, S. Blockchain for and in Logistics: What to Adopt and Where to Start. Logistics2018

[30]. Fast data (2019) Analysis Report on 2019 online minus booking industry development in China, retrieved on August 2, 2017 from http: //www.199it.com/archives/975961.html

[31]. Statista (2020) Year-on-year change in monthly revenue of Airbnb affected by the coronavirusCOVID-19 pandemic in Beijing, China in 1st quarter 2020, retrieved on August 2, 2020 from https: /www, statista.com/statistics/1110445/china-coronavirus-covid-19-pandemic-impact-on-airbnb-monthly-revenue-in-beijing

[32]. Xiang, Y. and Dolnicar, S.(2018) Networks in China, in S. Dolnicar (Ed.), Peer-to-Peer Accommodation Networks: Pushing the boundaries, Oxford: Goodfellow Publishers, 148-159

[33]. Wanxin Xue, Dandan Li and Yilei Pei, 2016. The Development and Current of Cross-border E-commerce

Cite this article

Zhao,S.;Zhang,X. (2025). Cross-border E-commerce: The Process from Entering the Chinese Market to Having a Place. Advances in Economics, Management and Political Sciences,213,1-11.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of the 4th International Conference on Financial Technology and Business Analysis

ISBN: 978-1-80590-351-2(Print) / 978-1-80590-352-9(Online)
Editor: Lukáš Vartiak
Conference website: https://2025.icftba.org/
Conference date: 12 December 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.213
ISSN: 2754-1169(Print) / 2754-1177(Online)

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