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~ Welcome ~

FOREWORD

Social commerce is leveraged by live streamers with millions
of followers. A successful early sale in the livestream can
boost the algorithm, broadening visibility. If traffic is low, it’s
possible to buy it.

Live streamers, often under 30 and commanding audiences
in the millions, work with teams to curate and promote
products. They’re integral to brand success.

Next-level customer service is crucial, especially during
live shows. For instance, we were recently penalised for
responding to a query after 26.7 seconds — too slow for the
Chinese platform’s standards.

To drive higher conversions, entertainment is key. This could
be a live stream recorded from a factory or warehouse or
outside in a nice environment. Social commerce isn’t just
WHEN ARE YOU READY FOR CROSS- commerce; it’s setting trends.
BORDER E-COMMERCE?
In the West, we do not have an app where everything is so
erhaps the answer is “never”. linked together, and that is why we will not match the user
The question is a common one among companies experience here for the time being. In addition, China is also
Peager to expand overseas, yet they hesitate, questioning mobile only. Nevertheless, the trends abroad indicate which
if they are prepared to sell internationally. The allure is direction things are going, although not everything will be
there, but it’s quickly overshadowed by concerns: how and matched 1 to 1. Ultimately, we find our own style, and it is
where should I market my products? How will I protect very likely possible to achieve operational excellence with the
my intellectual property, and will I receive payment? And support of AI.
after all that, what arrangements must be made for taxes?
These concerns, while legitimate, should not hinder the The trend of relevance for the right target group and
development of a strategic plan and thorough preparation. entertainment to retain the buyer is a logical progression from
It’s wise to seek advice, but wavering can be expensive. what is currently common and something that all platforms
Determining the next market is part of the research. Europe are working hard on.
might be considered, but China may not be the first choice.
However, there’s much to learn from a market like China. This is the main thing that creates real engagement between
customer and brand and is, therefore, the same all over the
In China, our established social media channels are blocked world.
by the ‘Great Firewall’. There’s no access to Twitter, Facebook,
Instagram, or Google. Thus, any strategy dependent on Cross-border e-commerce is a non-linear journey that,
these platforms is ineffective. China has its own social despite its challenges, can fulfil an organisation’s ambitions.
media networks, with features that far exceed those we’re While ticking every box beforehand is ideal, it’s often not
accustomed to. realistic.

Sales in China often occur through social commerce, a All the best,
buzzword some companies experiment with. It’s a cost-
effective, direct alternative to traditional online advertising Jacco Bouw
and a welcome addition to standard marketplaces. On Co-founder of Agency China
standard marketplaces, you pay for visibility. The higher your
product’s placement on the page, the greater the likelihood of
a sale.

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