How Can European Brands Successfully Launch an Online Store in China?

China remains the world’s largest and most dynamic e-commerce market. For many global brands, building an online store in China is no longer optional—it’s essential. Yet China’s digital ecosystem is remarkably different from Western markets, with unique platforms, payment systems, and consumer habits.

This guide walks you through how overseas merchants can establish a strong online presence in China, step by step.

Why Enter China’s Online Market?

China’s e-commerce penetration is exceptionally high, and consumers show strong interest in international brands. High-growth categories include:

• Beauty & skincare

• Fashion

• Mother & baby

• Lifestyle & home

• Luxury & designer brands

Unlike Western markets, Chinese consumers typically purchase through major platforms instead of brand websites—so entering China means joining local e-commerce ecosystems.

Main Options for Opening an Online Store in China

1) Tmall Global

The largest cross-border platform, suitable for brands without a Chinese legal entity or local inventory.

2) Social Commerce Platforms

China’s social commerce ecosystem is extremely powerful, integrating content, community, and shopping in one place. Key platforms include:

• REDnote (Xiaohongshu) – A top platform for content seeding and brand discovery. Ideal for beauty, fashion, lifestyle, and premium brands looking to build trust through high-quality posts and influencer recommendations.

• Douyin (TikTok China) – Dominates short videos and livestream commerce. Suitable for brands aiming for rapid exposure, strong conversion, and high-frequency content output.

Social commerce requires continuous content creation, influencer collaborations, and real-time engagement to maintain visibility and drive conversions.

3) WeChat Mini-Program (Private Domain Commerce)

WeChat Mini-Programs function as a brand’s own online store inside China’s largest social app. Unlike social commerce, Mini-Programs emphasize private traffic, loyalty, and repeat purchases.

Key advantages:

• Full control over user data and customer journey

• Integrated WeChat Pay

• Ability to run membership, CRM, referral rewards, and customer service

• Seamless linking with Official Accounts and WeChat Channels

• Lower long-term operational cost compared to major e-commerce platforms

Mini-Programs are especially strong for brands with:

• High repurchase products

• Community-driven sales

• Strong content marketing on WeChat Channels or REDnote

• Offline-to-online customer conversion needs

Steps to Launch an Online Store in China

Step 1: Choose the right platform

Based on pricing, brand positioning, and target audience.

Step 2: Complete onboarding & compliance

Submit qualifications → contract → deposit → open store.

Step 3: Connect payments, logistics, warehousing

Cross-border logistics options include bonded warehouse shipping and overseas direct shipping. Payments must support Alipay and WeChat Pay.

Step 4: Store design & product listing

Chinese e-commerce focuses heavily on visual presentation and storytelling.

Step 5: Marketing & content

Growth is content-driven, not search-driven. Key channels:

• REDnote influencers

• Douyin short videos & livestreams

• Tmall marketing events (618, Double 11)

• WeChat private traffic

A Practical Solution: China-Oriented E-commerce SaaS

Modern SaaS solutions allow overseas brands to:

• Manage multiple Chinese platforms

• Sync orders and inventory

• Localize content

• Connect payments & logistics

• Track influencer performance

• Manage cross-border regulations

This reduces cost and complexity, making China entry more scalable.

To succeed in China, overseas brands must:

• Choose the right platform

• Build a professional operating system

• Invest in content-driven growth

• Use smart tools like e-commerce SaaS

With the right approach, your brand can thrive in the world’s most competitive digital market.

If you’d like a custom China-entry plan tailored to your brand, feel free to ask!