

China has the highest number of internet users and online shoppers, as well as the greatest growth prospects in the worldwide e-commerce sector, surpassing the United States and Europe in almost all respects.
To date, the market is dominated by the “big players” such as Taobao, Tmall, JD.com and others. According to recent news reports on China Daily and other portals, however, many companies are setting up alternate channels due to internal competition and very expensive advertising rates. The most common of these alternatives are stand-alone e-commerce sites, which allow companies to maximize contact with consumers, monitor service levels, improve customer service and maintain brand image.
For European SMEs interested in doing E-commerce in China, here is a list of advice:
Before making any large investments, we strongly recommend following the following quick steps in order to start selling online in China. If these are successful, you can then set up your business in Mainland China.
These are the minimum required steps to set up your online store for the Chinese market:
1. Set up a branch of your company in Hong Kong if you don’t have a legal company in China.
2. Hire an experienced IT company to setup your e-commerce platform. Considerations here include:
3. Store your goods in Europe or in a FTZ. Deliver them as and when you get orders.
4. Hire an express delivery partner that can help you to import the goods and deliver them in China
5. Come up with online marketing strategies:
6. Set up an after-sales department that can speak Chinese.
7. Set up a Chinese speaking after-sales service in Hong Kong or outsource it to a specialized company based in Mainland China.
8. And start selling online!
To learn more about doing e-commerce in China, log in to download the Centre’s full report here.
About the EU SME Centre
The EU SME Centre in Beijing provides a comprehensive range of hands-on support services to European small and medium-sized enterprises (SMEs), getting them ready to do business in China. We provide support in four areas – business development, law, standards and conformity and human resources. Collaborating with external experts worldwide, the Centre converts valuable knowledge and experience into practical business tools and services easily accessible online.
From first-line advice to in-depth technical solutions, we offer services through Knowledge Centre, Advice Centre, Training Centre, SME Advocacy Platform and Hot-Desks. The Centre is funded by the European Union and implemented by a consortium of six partners – the China-Britain Business Council, the Benelux Chamber of Commerce, the China-Italy Chamber of Commerce, the French Chamber of Commerce in China, the EUROCHAMBRES, and the European Union Chamber of Commerce in China.