Fanli.com: 2015 Mid-Year Cross-Border E-Commerce User Survey

The report shows that compared with overseas e-commerce platforms, cross-border shopping users prefer to choose domestic e-commerce websites and cross-border e-commerce platforms for shopping, and the proportion of consumers who shop directly on overseas shopping websites is only 22%.

Among the users who participated in the survey of Fanli.com, more than 40% of them have cross-border shopping experience. According to the report, the main age group of cross-border shopping users is mainly concentrated in 26-35 years old, accounting for 71%; users under 18 years old account for 1.17%; users aged 19-25 account for 15.09%; users aged 36-45 account for 11.12%; users aged 46 and above account for only 1.62%.

However, compared with overseas e-commerce platforms, these users prefer to shop on domestic e-commerce websites and cross-border e-commerce platforms. The report pointed out that 48% of users use domestic e-commerce websites and cross-border e-commerce platforms, such as Tmall Global and Kaola.com, during their shopping process; 30% of users directly choose to shop on behalf of their customers; and only 22% of users choose to shop directly on overseas shopping websites such as Amazon.

In the entire cross-border shopping process, factors such as "authentic products", "low prices" and "shopping experience" are the main factors that influence consumers' shopping decisions.

In terms of price, according to the consumption data statistics of the past three months, more than 50% of cross-border shopping users spend more than 2,000 yuan, accounting for 55.27%; users who spend 500-2,000 yuan account for 42.35%; and those who spend less than 500 yuan account for 2.38%.

In terms of categories, beauty and personal care, maternal and child care, and clothing, hats, shoes and bags ranked in the top three categories of cross-border shopping, accounting for 56.35%, 33.72%, and 32.75% respectively. In addition, food and health care, digital products, household daily necessities, watches and jewelry, outdoor sports, and luxury goods are all categories that users often buy.

The report also pointed out that among users who have no cross-border shopping experience, nearly 80% of them are willing to try cross-border shopping. There are six main reasons why they have not tried cross-border shopping:

Among them, “I don’t know what to buy” accounted for 50.54%, “I don’t know how to buy” accounted for 27.49%, “too troublesome” accounted for 28.94%, “no credit card to pay for overseas purchases, etc.” accounted for 18.9%, logistics issues accounted for 20.7%, and tariff issues accounted for 17.32%.

In addition, Fanli.com also released the top 20 cross-border shopping platforms with the highest penetration rates. Among them, Tmall Global, JD Global Shopping, Amazon Overseas Shopping, Amazon, and Jumei.com ranked in the top five respectively.

According to the "2015 China Cross-border Online Shopping User Research Report" released by iResearch Consulting, 28.6% of cross-border shopping users learned about cross-border shopping through shopping guide websites, 25% of users through recommendations from relatives and friends, 20.6% of users through independent searches, 13.1% of users through social media, 8.4% of users through online advertisements, and 4.4% of users through media reports.

Fanli.com currently has 70 million users and an annual transaction volume of 12 billion, of which mobile revenue accounts for 70%. After announcing in April that it had received nearly $100 million in Series C funding from Rakuten, Fanli.com also began to get involved in cross-border e-commerce business. Fanli.com CEO Ge Yongchang has also publicly stated that he will introduce cross-border business into Fanli.com's super rebate business and bring cross-border brands to China for brand sales.

As of now, Fanli.com has more than 400 cooperative platforms, including cross-border platforms such as Tmall Global, JD Global Shopping, Kaola Global Shopping, Ymatou, Miaya Baby, Amazon, etc.