Strategies for success: How food and nutrition firms can reap the rewards of China's $125bn cross-border e-commerce market

China's cross-border e-commerce or haitao purchases are set to reach US$125bn, but it appears food and nutrition firms need to develop more comprehensive strategies in order to overcome inherent market challenges.

According to a new study by Azoya Consulting and Frost & Sullivan, among online shoppers, approximately 20% purchase groceries online through cross-border e-commerce at least once a month. 15% purchase mum & baby products, and 13% purchase healthcare & nutrition products.

For food products, consumers tend to buy from the US, Germany, and Australia. The most popular products are milk powder, vitamins & supplements, and wine.

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