How can you improve your e-commerce performance in China
A quick word first. I am Jon Wang, and I help foreign brands sell more in China without wasting money. Good e-commerce performance is not just a nice store, it is being found, trusted and chosen. Search, content and the right platforms all feed each other. Let me show you how to lift the numbers that matter.
Cost-Effective Agency
KPI and Results focused. We are the most visible Marketing Agency for China. Not because of huge spending but because of our SMART Strategies. Let us help you with: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.
In 2022, Chinese e-commerce sales reached a skyrocketing 13.79 trillion yuan (source: Chinese ministry of commerce), it increased by 4% compared to last year.
In 2022, Chinese e-commerce sales reached a skyrocketing 13.79 trillion yuan (source: Chinese ministry of commerce), it increased by 4% compared to 2021.
With almost 75% of AI is changing e-commerce in China ????
It is not trivial to be delivered by a robot to receive our package, our lunch, or simply a bottle of water
With an exploding demand in e-commerce, “Last Mile Delivery” has become the key subject of logistics infrastructures that want to be able to deliver quickly and efficiently.
Especially during Single’s Day (11.11), when sales explode and Tmall’s logistics infrastructure is under strain
Tmall’s logistics partner, Cainiao, has therefore developed an AI to optimize the supply chain during these rush periods.
– Real-time sales forecast
– Quick stock replenishment
– Calculation of the fastest route in real time
– Visual recognition of the product to be delivered
– Reduction of inventory and optimization of final delivery
And it worked
- In the middle of Single’s Day, the delivery time was divided by 2.5 during the same period compared to last year
- Of course, for logistics, Tmall bet on AI
- But for the rest, it is always provided by humans
Whether for the management of online stores or for customer service, it is always imperative to have a dedicated team available 24/7 to answer questions from customers and users.
End customers are always keen to exchange with a person to receive advice and discuss, especially in high end where a chatbot will not be able to reach the same level of excellence as an SA.
And maybe one day there will even be a label that specifies “answered by a human”.
the Chinese population having access to the internet (more than 1 billion people), of which 99.6% using cellphones to access it, it would be a true madness to ignore the power and the necessity of using the Chinese e-commerce platforms to sell your goods in China.
China’s e-commerce marketing in 2023
China’s huge e-commerce is still on the rise. No wonder Western retailers are rushing to launch their own stores on Alibaba’s brand-oriented marketplace: Tmall.
To succeed in China’s ecommerce ecosystem, having a nice website, and a quality blog is essential, but not enough. The key to success is visibility. Being visible on the Web means to be highly ranked on the result page for search requests made on Chinese search engines. SEO will help increase the qualified traffic on a website and in the meantime up the website’s position on the search engines request results. That is why SEO is a strategic priority for your e-commerce website in China.
14 Common Questions about China Cross Border E-Commerce and Logistics
Steps for a successful ecommerce & Search Engine
The most difficult tasks for a website is to attract visitors. A good SEO on Baidu, the leader of Chinese search engines, is an important tool to attract visitors. Working with Baidu means that we need to use a Chinese logic. An e-commerce website must therefore be in Chinese and hosted in China.
You can also do SEO on Taobao to optimise keywords and get better ranking.
Taobao is a search engine afterall
Here are key points that should be included in the SEO strategy of any e-commerce company in China:
Key Words
Start by determining a list of the best keywords suitable for your e-commerce website. Then the key is to repeat them in the titles and descriptions. Baidu will spot these words and it will help the search engine to get your website to higher positions.
On Taobao, a keyword research is necessary for getting results. targetting the right consumer’s keyword is a key to get new clients.
Backlinks
It is an external link that points to a web page a sort of an exchange of visibility between websites and bloggers. They are taken in account by Baidu in its SEO. The more qualified backlinks you have, the higher you will get on the page rank. It is strongly recommended to use Chinese backlinks only.
Quality of traffic
Attract visitors is our first goal. However the most important is to have a qualified one. Indeed, we have to make sure that the visitors of the website are the targeted ones, those who might be interested in our products. This goal should be reached thanks to the use of keywords and backlinks.
Onsite optimization
Chinese e-consumers are buying on the internet to save time and money. They therefore want to have the most important information at first glance. So that a clear content and with good pictures is a guaranteed Return On Investment. A good content will make sales happen.
It is also important to note that Baidu cannot analyze Flash and Java items. You will need to give priority to html content.
Updates
Baidu is sensitive to the latest information. Update your site’s content as often as possible will ensure a good SEO performance to your e-commerce website in China.
These key points will help your e-commerce website to be highly ranked on Baidu’s search request pages. This good position, will reach targeted e-consumers thanks to the keywords and backlinks strategy.
An optimized website that will appeal Chinese netizens will ensure your website to sell a lot of products provided that you also have: attractive prices, with a short purchase process, an Alipay facility, an efficient delivery service…
Thanks to an effective SEO strategy, our agency can place your e-commerce website on Baidu’s firsts search results, we can help you with:
- Website translation and optimisation
- Website building
- SEO strategy implementation and optimisation
- Baidu PPC campaigns
- Local hosting
- Backlinks
- …
Our team of experienced Baidu SEO experts is looking forward to learn about your project in China. Contact us and book a free 30min call with our consultants, and get valuable tips for your SEO strategy on Baidu.
Lifting your China e-commerce performance at a glance
| Lever | Why it matters | Your move |
|---|---|---|
| Be found | Buyers research on Baidu and RED | Rank and show up before the sale |
| Right platform | Tmall, JD, Douyin each differ | Pick the fit, do not spread thin |
| Content that sells | Pages, reviews and video convert | Invest in trust signals |
| Livestream | Drives impulse and volume | Use it for launches and festivals |
How we improve store performance
We are a small Shanghai team, and we built our name by making stores actually sell. One online supermarket client had traffic but weak conversion. We fixed how buyers found them through search, sharpened the product content and reviews, and tied in the right promotions and livestreams. The same visitors started buying more, and the cost of each sale dropped. That is performance work: not magic, just fixing the leaks one by one until the store pays for itself.
Want your China store to convert better? We are friendly, our prices fit smaller brands, and our results are real. Get in touch through our contact form and we will find the leaks worth fixing first.
Double 11 2025 hit 1.7 trillion yuan, and that tells you where to fight
The 2025 Double 11 festival pulled in about 1,695 billion yuan, roughly 238 billion US dollars, across all platforms from October 7 to November 11, according to data tracker Syntun. That is up around 17% on 2024, and Tmall still ranked first among the big general marketplaces. Live selling kept its weight too, sitting near a quarter of festival sales. For a foreign brand the lesson is simple: the demand is huge, but it now spreads over a longer window and across more platforms, so a store that is found, trusted and ready to sell on day one wins the spend. Syntun via PR Newswire.
What Chinese pros say on Zhihu
On Zhihu, the question “How can e-commerce improve conversion rate?” drew a long set of answers from store operators. The recurring theme is that low conversion is rarely about more traffic.
Q: “How can e-commerce improve conversion rate?”
A (translated): “Low conversion usually means your traffic is not precise. The visitors you pull in are not the right buyers, so the rate drops. Improve the match between your traffic keywords and what people actually search. Test your main image first, check the click rate after about 5,000 impressions, and keep the one that wins. Then work the trust signals: reviews, ratings, social proof and fast customer service. Without them, buyers hesitate and leave.”
That matches what we see every week: fix the targeting, the images, the reviews and the service before you buy more traffic. Read the thread on Zhihu.
The opportunity, and how to take it
The market is big and getting longer, not smaller, so the real edge is a store that converts the traffic it already has. That comes from two things working together: a better-run e-commerce store, with sharp product pages, real reviews and the right livestreams, plus steady B2B lead generation so you are not living off festivals alone. We are a small Shanghai team, Chinese-native, and we report results that pay back, not vanity metrics, at prices that fit smaller brands. If you want to find the leaks worth fixing first, talk to us.
Sources: market data from China Briefing and StatCounter China.
One Comment