Brand Integration Division


China is the world’s largest and most dynamic e-commerce market. Being successful in China requires understanding and embracing its unique digital landscape and consumers.

China’s annual online-retail sales passed those of the United States in 2013. By 2018, they are estimated to reach about $610 billion—passing Europe and the United States combined. The market is vast but success for many brands is rare, succeeding in China is far from easy. Select Western companies have captured some of the country’s explosive e-commerce growth, many make basic mistakes, from equating China’s e-commerce leaders with US companies (“Alibaba is China’s Amazon!”) to assuming selling and distribution practices from home markets are transferable.

The reality is that China is simply different. The select western brands who have penetrated this market share a common denominator, integration with an understanding of the varied regional tastes and preferences expressed through their digital landscape and consumption.