The number of Chinese consumers shopping U.S. brands online over the holiday season has increased 7 times over last year. Total sales from China-based consumers purchasing U.S. products through Alipay ePass increased 15 times versus last year.
Launched in September 2014, the Alipay ePass program is a cross-border e-commerce solution that enables U.S. brands and retailers to sell directly to Chinese consumers using localized payments and direct shipping.
Alipay has 400 million registered users in China.
Millennials represented the largest group of consumers, replacing the middle class as China’s strongest online shopping segment for cross-border purchases. Topping the list were shoppers born in the 90s, with 34% of the shoppers born after the 90s (which increased 3 times over last year), closely following those born in the 80s.
Shoppers were predominantly female (70%), with fashion, beauty, baby products and health & wellness categories representing 75% of total transactions.
Further, 80% of total transactions were made by new Alipay ePass users.
Overall, the most consumption took place in Shanghai and Beijing, followed by Guangdong, Jiangsu, and Zhejiang.
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