Cross-border ecommerce is gaining traction in China, according to estimates from eMarketer.
The organisation said that this year, more than 15 per cent of the population with buy goods and services from abroad, likely to total $85.76 billion.
The trend is growing among the wider public in China, with over a quarter of the population forecast to shop on foreign-based sites or through third parties by 2020.
Chinese digital shopping increased by over 70 per cent last year, due to a higher standard of living in the country as well as more exposure to foreign products.
Also playing its part was the launch of Alibaba’s Tmall Global in 2014, and of JD Worldwide in 2015, according to the report. These allow overseas brands to sell goods directly to people in China.