Cross-border e-commerce is becoming a flexible starting point for “adapting to the consumer needs of different groups and expanding high-quality supply.”
The “Outline of the 15th Five-Year Plan for National Economic and Social Development of the People’s Republic of China” clearly proposes a series of policies to promote the development of consumption and e-commerce, support the development of new business forms and new models such as cross-border e-commerce, and fully implement the “artificial intelligence +” action to empower thousands of industries.
“The overall scale of imported e-commerce will continue to grow in the next few years, and the numbers are very impressive.” Li Yanchuan, head of Amazon’s overseas shopping Asia Pacific and China business, said that the development of China’s cross-border e-commerce is inseparable from the support of national policies.
“China is one of the few countries that has adopted a comprehensive cross-border e-commerce tax for individual cross-border e-commerce. In this tax category, the categories are gradually enriched, and the state has provided tax support.”
E-commerce platforms represented by Amazon Overseas Shopping seize the opportunity to expand the import of high-quality consumer goods and activate regional consumption potential, use AI tools to iterate application scenarios, enhance the cross-border shopping experience, and build a bridge connecting global goods and Chinese consumers.
Cross-border e-commerce helps release consumer willingness.
In 2025, Amazon’s overseas purchase sales in Sichuan will increase by more than 10% year-on-year, ranking first among domestic first-tier and new first-tier cities. It is a core market that the platform focuses on.
This year, Amazon chose to launch a pop-up store in Chengdu for its overseas purchases. On the one hand, it is interested in the strong consumption power and open consumption concept of the Sichuan and Chongqing regions. On the other hand, it hopes to take advantage of Chengdu’s policy of building an international consumption center city to fill the brand awareness gap in the southwest region.
Chengdu’s “15th Five-Year Plan” clarifies the goal of building multiple centers, focusing on building a “circle, one district, and one belt” global consumption pattern to enhance the level of business districts.
In March this year, the Ministry of Commerce and other six departments issued guidance stating that it is necessary to actively create integrated carriers and encourage e-commerce companies to build new scenarios.
Amazon’s overseas shopping hopes to gain real feedback and insights through in-depth offline dialogue with consumers.
Amazon Overseas Shopping “Haizhe Festival” pop-up store appeared in Kuanzhai Alley, Chengdu, displaying products covering outdoor, electronics, beauty and other categories.
At the same time, Amazon Overseas Shopping has launched the “Community Vitality Plan” to allow social bloggers to experience the selection of sports and outdoor categories, and start the exploration of extending from online promotions to offline life scenes.
From the perspective of category trends, the outdoor sports category is the bright spot.
As of May this year, sales of the French alpine sports glasses brand Julbo on Amazon’s overseas purchases have increased by nearly 120% compared with the same period last year, and sales of the professional hard-shell brand Mountain Hardwear have increased by 20% compared with the same period last year.
User consumption in Sichuan is mainly concentrated in five major categories such as beauty, skin care, and health care.
As of the end of May this year, the sales of health categories on Amazon’s overseas shopping increased by 20% year-on-year, and the repurchase rate of health products and skin care products was high.
The integration of digital and intelligent industries is in progress.
The development of cross-border e-commerce is inseparable from the improvement of shopping information distribution and commodity circulation efficiency.
Documents from six departments including the Ministry of Commerce pointed out that it is necessary to promote the high-quality development of the cross-border e-commerce comprehensive pilot zone and improve logistics support.
Amazon’s self-built full-link logistics network provides support for the platform to deeply explore the central and western regions and tap the potential of lower-tier markets.
Amazon’s Ningbo front-end warehouse adopts the “inventory first before ordering” stocking model. Popular products are shipped to the domestic warehouse in advance. After the order is generated, local customs clearance is directly carried out and shipped. The fastest two-day delivery is possible, reversing the shortcomings of timeliness.
As of May this year, sales of computers and accessories on Amazon’s overseas purchases have increased nearly three times compared with the same period last year.
The development and maturity of China’s cross-border e-commerce is inseparable from policy support.
Currently, the annual cross-border transaction limit for each Chinese consumer has been expanded to 26,000 yuan.
Changes in C-side consumer preferences have given rise to new business paths along with the application of AI technology.
Amazon relies on Agentic AI to upgrade the brand IP “Captain Saili” into an intelligent recommendation officer, which can connect data in real time, build product portraits, and discover hot products.
AI还能结合中国消费者习惯，生成本土化推荐语与场景化内容，提升商品本土化效率。
Driven by the triple drivers of policy, market, and technology, cross-border retail companies will continue to explore and take root in the Chinese market and contribute to the vivid practice of “buying in China.”
