(Source: https://pltfrm.com.cn)
China’s cross-border e-commerce sector continues to grow at double-digit rates, making platform selection one of the most strategic decisions for overseas brands. Understanding audience behavior, operational requirements, and growth potential across major marketplaces is essential for successful localization. Here are the key platforms international brands need to evaluate in 2025.
- Audience Quality and Purchasing Power
1.1 Tmall Global – High-Income Urban Consumers Tmall Global users have an average annual spend 3–4× higher than domestic Taobao users, with strong demand for branded imported goods. SaaS customer intelligence tools reveal precise demographic insights for targeting. This premium audience remains the top choice for lifestyle and luxury overseas brands in 2025.
1.2 JD Worldwide – Tech-Savvy Middle Class JD Worldwide attracts pragmatic buyers who value quality assurance and fast delivery, especially in 3C, health, and maternal categories. Its user base overlaps significantly with WeChat and JD Finance ecosystems, enabling seamless omnichannel campaigns.
- Store Types and Operational Control
2.1 Flagship Stores on Tmall Global International brands operate official flagship stores with full design and content control, reinforcing brand equity. SaaS storefront management platforms help maintain visual consistency across devices. This format is mandatory for building long-term trust in China.
2.2 Self-Operated + Third-Party Hybrid on JD Worldwide Brands can choose self-operated models (higher margins) or marketplace models (faster scaling). SaaS ERP integrations allow smooth switching as business matures. Flexibility is a key advantage in 2025.
- Payment and Taxation Support
3.1 Alipay-Centric Ecosystem on Tmall Global Tmall Global integrates natively with Alipay and supports multiple international payment gateways. Automated tax calculation and cross-border settlement SaaS reduce compliance headaches for overseas brands.
3.2 JD Pay & Global Collection on JD Worldwide JD provides dedicated cross-border payment solutions and real-time RMB settlement for international entities. SaaS reconciliation tools ensure financial accuracy even during high-volume events.
- Data Ownership and Analytics Depth
4.1 Alibaba DataBank Access on Tmall Global Brands receive detailed consumer behavior data through Alibaba’s DataBank and Business Advisor platforms. SaaS BI connectors turn raw data into actionable marketing strategies within hours.
4.2 JD Cloud Retail Analytics JD offers proprietary retail intelligence dashboards with predictive demand forecasting. International brands use these insights to optimize inventory and pricing dynamically throughout 2025.
Case Study: Swisse Wellness Dominance via JD Worldwide Australian supplement leader Swisse entered JD Worldwide in 2021 and quickly became the top health brand by leveraging JD’s logistics and precision targeting toward 30–45-year-old urban professionals. With SaaS-driven promotional scheduling and real-time stock alerts, Swisse recorded over 300% growth during the 2024 618 festival and maintained the No.1 position throughout 2025.
Conclusion
The best cross-border platform for your brand in 2025 will depend on audience alignment, category strength, and operational preferences. Combining deep platform knowledge with the right SaaS stack ensures overseas brands can launch, scale, and dominate efficiently.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
