(Source: https://pltfrm.com.cn)
Introduction
Tmall Global is the top cross-border e-commerce platform in China, trusted by Chinese consumers for accessing authentic overseas brands. For international companies without a local Chinese entity, it offers a unique gateway to the world’s largest online shopping population. This article outlines the complete process for registering a seller account on Tmall Global—from eligibility and documentation to launch-readiness and localization tips.
1. Determine If Your Brand Qualifies
1.1 Overseas Company Requirement
Tmall Global is open only to companies registered outside mainland China. You must submit proof of legal incorporation, such as a business license or certificate of registration in your country of origin.
1.2 Trademark Registration or Authorization
You need to either own the brand (with a registered trademark) or have official authorization to sell it. Tmall strictly verifies IP ownership to protect Chinese consumers and maintain platform integrity.
2. Select Your Tmall Global Store Type
2.1 Flagship Store
For brand owners, this is the most recognized and preferred store type. It enables brand-exclusive presentation, stronger promotion support, and better traffic placement.
2.2 Specialty Store or Authorized Store
Used by agents, distributors, or resellers of multiple brands. While easier to access, these store types may require higher ad investment to achieve visibility.
3. Gather and Translate Application Documents
3.1 Document Checklist
- Scanned business license
- Trademark certificate or license agreement
- Passport of legal representative
- Bank account details (with SWIFT code)
- Product safety and testing reports (for regulated categories)
3.2 Language Requirements
All documents should be in English or Chinese. If submitted in other languages, certified translations will be required. It’s recommended to localize branding assets during this stage to speed up the approval process.
4. Register via Merchant Portal and Submit Application
4.1 Online Registration Steps
- Visit https://merchant.tmall.hk
- Choose your store type and enter company details
- Upload required documents
- Pay the platform usage and security fees
- Await review (typically 5–10 working days)
4.2 Fee Structure (Estimated)
- Platform fee: $5,000–10,000 USD annually (varies by category)
- Security deposit: $10,000–25,000 USD (refundable)
- Commission on sales: approx. 2%–5%
5. Launch Preparation and Operational Setup
5.1 Design a Localized Storefront
Create product descriptions, lifestyle images, and banners tailored to Chinese consumer tastes. A local TP (Tmall Partner) can support in design, content, and compliance setup.
5.2 Logistics, Returns, and Payments
Choose between direct shipping or bonded warehouse models. Tmall Global also requires a Chinese return address and local customer service via AliWangWang. Payments are handled through Alipay’s cross-border merchant gateway.
Case Study: U.S. Nutritional Brand Achieves Breakthrough via Flagship Store
A U.S.-based nutritional supplement company registered for a Tmall Global flagship store after identifying strong organic demand from Chinese consumers. By leveraging their trademark certificate and working with a TP for documentation, branding, and warehousing, the brand launched in less than two months. Strategic livestreaming and promotional bundling during Double 11 helped the company surpass ¥2.5M in sales within its first quarter on the platform.
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!
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