China is the Biggest Consumer of British Goods Online

on November 21 2014 | in Digital Retail Trends | by | with No Comments

Burberry, Chinese customers, e-commerce, Chinese online shoppers

Paypal surveyed 17,500 individuals across 22 markets, and the results show that Chinese consumers are the biggest spenders online of British goods.

Chinese consumers’ infatuation with Britishness shows no signs of abating, and now, Chinese consumers make up 25 percent of all cross-border shoppers on British luxury e-commerce sites, reports The Telegraph.

British luxury goods can be up to 30 percent cheaper than in China, so the preference to buy online is no surprise. The most popular luxury goods categories among Chinese shoppers were clothing, footwear, and accessories.

“Given the ongoing woes in the Eurozone, the strength of Chinese and US online demand for British goods will come as welcome news to British exporting businesses,” commented the managing director of PayPal UK, Cameron McLean. He added, “This presents a huge opportunity for British businesses – particularly in retail, consumer electronics and cosmetics – if they access the market.”

The relationship between British luxury brands and Chinese customers is nothing new, and more British labels, such as Radley, Hackett, Cath Kidston, Morgan automobiles, and retailers from the London Luxury Quarter, are focusing on China in their expansion plans.

So far, few of these retailers have comprehensive e-commerce strategy in China. Burberry opened its store on Alibaba’s Tmall in April of this year, and TopShop recently partnered with to create ‘The Mobile Adventure’ for its digital debut in China.

While Chinese shoppers love to buy British; in general, Chinese consumers are inclined to buy online from international retailers. In the past 12 months, 45 percent of Chinese shoppers bought clothing, footwear or accessories, 38 percent bought beauty products, and 31 percent bought consumer electronics from international retailers.

image source: burberry

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