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Published on : Dec 09, 2015

In a record-breaking move, the number of China-based consumers that a are shopping U.S. brand merchandise through online portals over the holiday season has gone up sevenfold over the last years, according to Alipay, which is the analysis arm of the Ant Financial Services Group. 

Alipay is a gateway for U.S consumer goods brand and retailers to provide an online selling platform and to ship merchandise to consumers that are based in China via its solution for ePass cross-border e-commerce. 

The analysis of the shopping trend was uncovered as a part of the early festive shopping review carried out by Alipay from November 17 until November 30.At the time of the holiday shopping review the company also found out that the total sales registered from China-based consumers that purchased U.S. products via Alipay ePass augmented 15 times as compared to the previous year.

Interestingly, it is the millennial that represented the largest consumer group replacing the middle class that once represented the strongest online shopping class in China for cross-border purchasing.

The list was topped by shoppers born in the 90s, which included 34% shoppers born after the 90s – increasing 3 times as compared to the previous year that was closely followed by those born in the 80s. The shoppers using the gateway were predominantly female (70%), of which fashion, baby products, beauty, and health and wellness categories accounting for 75% of the total transactions. 

In addition to this, 80% of the total transactions were carried out by new users of Alipay ePass. As an overall analysis, the maximum consumption was registered in Shanghai and Beijing that were trailed by Guangdong, Jiangsu, and Zhejiang.

Chinese consumes regarded as the savviest shoppers across the world are continuously kooking for high quality U.S merchandise that are not available in China, as stated by the President of Alipay in the U.S.