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2015: Cross-border online shopping year for China

Anuradha Shukla | Feb. 2, 2016
Findings from PayPal's 2nd annual global report.

Thirty-five percent of Chinese online shoppers are "haitao" shoppers (ie. shoppers who engage in cross-border online shopping), according to PayPal's 2nd annual global report.

Forty-one percent of this cross-border spend was on mobile in 2015 and the report reveals that Chinese haitao shoppers are among the most mobile savvy in the world.

The top two motivations for Chinese haitao shoppers' to purchase from foreign websites are: safe way to pay (49 percent) and proof of product authenticity (45 percent).

Availability of Chinese language customer support (40 percent) and favorable buyer protection (35 percent) are also important factors that motivate them.

Greater variety
The United States is the most popular destination for Chinese cross-border online shopping, followed closely by Japan and South Korea.

The reasons why Chinese consumers prefer purchasing from websites in these markets include greater variety of authentic, high quality products at better prices; and discovering new and interesting products not available in their home country.

Fifty-nine percent of Chinese shoppers reported purchasing clothing and footwear, and 57 percent reported purchasing cosmetics/beauty products in 2015.

Forty-seven percent of haitao consumers surveyed go directly to websites they have used in the past and 43 percent search for foreign websites when they know there will be promotions.

Thirty-eight percent of Chinese haitao consumers surveyed report their top concerns about shopping overseas are counterfeit goods. Thirty-seven percent are concerned about difficult return process and 35 percent are worried about not receiving sufficient help should they encounter a problem.

High shipping charges (27 percent) and long delivery time (26 percent) are the top two reasons Chinese cross-border shoppers abandon online shopping carts.


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