This impact has been particularly profound in China. With around 855 million digital consumers, this audience of mobile-first shoppers has been extremely quick to explore and accept new types of digital engagement and new ways to purchase goods.

Growing purchasing power and increasing exposure to international trends have ensured that the demand for quality imported goods has remained strong throughout the crisis.

Data from Tmall Global – Alibaba’s cross-border ecommerce platform – shows that purchases of goods from overseas were up 52% year on year in February. Most recently, during Alibaba’s 618 Mid-Year Shopping Festival, we saw a 43% surge on imported product sales compared with 2019.