Cross-border e-commerce is quickly becoming a reality.
Five U.S. retailers – Saks Fifth Avenue, Bloomingdale’s, Macy’s, Ann Taylor, and Aéropostale – can now reach consumers in China with their existing e-commerce platforms with the help of Borderfree’s technology and China’s leading e-payment provider Alipay.
In a pilot program with the five U.S. retailers, Borderfree is offering Alipay ePass throughout the holiday season as an option at checkout, according to Luxury Daily.
Demand for U.S. brands is growing, but language, cultural, and payment barriers have limited U.S. retailers’ access to China’s online consumers. Borderfree’s technology is making access possible by facilitating the shopping experience through the use of Mandarin in promotions, pricing, and marketing messages.
Michael DeSimone, CEO of Borderfree, said, “We believe the time is finally right for retailers to aggressively enter the Chinese market, and Borderfree is actively exploring new ways to help our customers more effectively reach this tremendous consumer base. Testing new services like Alipay ePass is part of our ongoing commitment to enhance the cross-border shopping experience for Chinese consumers.
Borderfree is expected to add more services to help retailers sell to China.