Cross-border e-commerce between Japan and China Focusing on the BtoC-EC Market for China

Abstract

The market size of the cross-border e-commerce is growing in China. The purpose of this study was to clarify the development of cross-border e-commerce in China and the characteristics of consumers’ purchasing behaviors. Firstly, the current status and development of cross-border e-commerce in China were reviewed. Secondly, the actual sales of Japanese food products in cross-border e-commerce and the relating issues were analyzed. Finally, the purchasing characteristics of Chinese consumers were identified.