Exporting goods to China: how to maximize every sales opportunity

Trade in China

While China is often seen as the world’s manufacturing powerhouse, it’s also a major importer – creating lucrative opportunities for international businesses. 

So, who’s trading with China? Let’s take a closer look. 

China’s top import partners

(% of total market share, 2024)

A thriving e-commerce market

Beyond large-scale trade, China’s growing e-commerce market is opening the door for small- and mid-sized businesses, too. In 2024, the country’s e-commerce economy pulled in a staggering 1.1 trillion dollars², making it the second largest in the world (behind the US³.)

And good news for cross-border SMEs

According to a recent study by NielsenIQ⁴, China’s e-commerce import market is on the rise:

• 36% of consumers have increased their spending on imported products
• Product quality remains the number one reason shoppers choose international brands

China’s most popular e-commerce sites  

Many of China’s online marketplaces make it possible for foreign SMEs to sell directly to consumers there – without setting up a local legal entity.

Here are three to consider:

• JD Worldwide – Leading e-commerce platform designed to connect international brands and retailers with Chinese shoppers.  
• Tmall Global – Alibaba’s dedicated channel for overseas brands, helping them tap into China’s vast online market without needing a physical presence.
• TikTok Shop (Douyin) – A content-driven platform perfect for viral product discovery and targeting younger, trend-savvy Chinese consumers.

Leading categories for online purchases in China*

(% of respondents who had purchased from that category, June 2025)

Growth of mobile commerce

China’s e-commerce landscape is overwhelmingly mobile-first. As of June 2024, more than 968.9 million people in China actively use mobile payments⁶, making it the largest mobile commerce market in the world. 

For foreign brands, this means mobile readiness isn’t optional – it’s a must. From product discovery to payment, most consumers will interact with your brand entirely through mobile so ensure your store is optimized for the small screen.

Dominance of digital wallets

To build trust, your store must support the most popular local payment options, including:

• Alipay – Powered by Alibaba, it’s one of the most widely used digital wallets in China.
• WeChat Pay – Integrated into everyday life via the WeChat app (used by over a billion users).
• UnionPay – Popular for credit/debit cards, especially among older consumers.

Seeing these familiar payment options (or at least one of them) at your checkout will reassure Chinese consumers and encourage them to complete the purchase.

Shifts in consumer behavior

According to Changing Consumer Trends in China 2024⁷ (Hub of China), today’s shoppers are:

• More quality-conscious (they want premium products, not just foreign labels)
• Heavily influenced by social media, livestreaming, and peer reviews
• Increasingly driven by values like sustainability, wellness, and personalization

You’ll need to tailor your messaging, packaging, and even product selection to align with local tastes and expectations. Do your research!

Notable shopping events and holidays in China

Put these dates in your e-commerce calendar to ensure your business never misses a sales opportunity!

Export challenges

When selling to China, there are a few hurdles you’ll have to navigate. Here’s what to consider:

Legal roadblocks to doing business

China’s legal landscape can be complex. For example:

• Some products (like cosmetics or supplements) need special certifications
• Marketing claims must meet strict advertising laws
• IP protection is improving, but counterfeits remain a risk

Partnering with an experienced logistics provider like DHL can help you navigate regulations and avoid costly delays.

China’s “Made in China 2025” policy

China’s national strategy to promote homegrown manufacturing has created a more competitive landscape for foreign brands, which may face increased scrutiny or tariffs, too.

This means you’ll need to be clear on your value proposition. Why should a Chinese consumer choose your product over a domestic one? Quality, uniqueness, and brand story can all help you stand out.

Regulations for exporting & importing to China

China has tightened its trade regulations in recent years, particularly with the introduction of its new Export Control Law. This legislation gives the government greater authority over both imports and exports.

While these changes are largely targeted at sensitive sectors (like tech or defence), all businesses looking to trade with China should understand the basics:

• Restricted items may require export licenses or additional screening
• Certain goods may be subject to quotas or require certifications
• Real-time customs data sharing is becoming more common to ensure compliance

China customs prohibited items

To protect national health and security, China maintains a list of goods that are either prohibited or heavily restricted. It’s vital to check your product category before shipping. DHL’s MyGTS (My Global Trade Services) tool can help you identify any restrictions or documentation you’ll need in advance.

Customs clearance & export documents required

When shipping to China, missing or incorrect paperwork can lead to delays, fines, or worse – your shipment rejected altogether.

Typically, the documents required for importation in China include:

• Air Waybill: A transport document issued by the carrier that details the shipment route and delivery terms.
• Commercial Invoice: This is like a detailed receipt for your shipment, showing the value, description, origin, and any agreed-upon terms for the goods.
• Certificate of Origin: This confirms where the goods were manufactured. It may be required for customs or to qualify for reduced tariffs under trade agreements.

Again, MyGTS can help – it takes the guesswork out of paperwork, helping you confirm everything’s in place for a smooth and compliant shipping process.

How you can get started exporting to China: DHL’s insider tips

With nearly a billion online shoppers and a growing appetite for quality international products, China offers huge potential for e-commerce businesses. But to succeed, you need to:

Ready to open your online doors to the Chinese market? Enjoy fast international shipping with DHL Express.