Jul 19, 2022|

JD.com Overseas Consumption Report: Chinese-featured Products Very Popular Among Cross-border Consumers


by Xiaoqian Han

JD.com Overseas, JD.com’s cross-border e-commerce platform, launched the 2022 Consumption Trends in Overseas Report on July 19th, revealing the purchasing preferences of cross-border customers based on consumption data.

Below are some of the key takeaways from the report:

  • The cross-border sector is experiencing a boom
  • JD.com Overseas’ consumers aged 28-45 are the main group of buyers
  • JD.com Overseas’ consumers are keen on Chinese-themed products

The cross-border e-commerce market continues to grow

According to the report, the current overseas market has three characteristics: Mature e-commerce marketing, strong consumer shopping demand, and openness to international sellers. The data shows that the mature eCommerce market in foreign countries such as the U.S. still has strong cross-border sales and the demand for online shopping.

“The report shows the needs of global consumers and in-depth analysis based on the different geographical scenarios, helping us better understand global consumption and more specific consumer needs,” said Vicky Tang, head of JD.com Overseas.

Aged 28-45 are the main group

According to the study, JD.com’s international cross-border online shoppers can be divided into three groups: First, consumers who work and reside in Hong Kong, Macao, Taiwan, and overseas; second, relatively young students who study abroad; and third, local residents of Hong Kong, Macao, Taiwan, and overseas.

From the perspective of user portraits on the JD.com Overseas platform, 28-45-year-old working and resident users are the main consumer groups, and most of them live in Hong Kong, Macau, Taiwan, and overseas. The report also shows that 90.9 percent of consumers will search online shopping and product discount-related information on JD.com Overseas.

Chinese-featured products

The report indicated that users are influenced deeply by their online shopping habits when they live in China. Electronic and digital products such as computer/offices and mobile phones are still popular categories among overseas consumers.

In addition, maternal and child products and books are important categories on the platform. In particular, the overseas prices of books are much higher than those in China, so users will choose cross-border online shopping platforms like JD.com Overseas to buy books.

Moreover, during traditional festivals every year, Chinese lanterns, jewelry, cheongsams, and cultural gifts are also favored by overseas Chinese. And the report also shows that specialty Chinese snacks such as spicy strips made of flour, spicy duck tongue, and snail rice noodles are very popular among Hong Kong consumers.