Buried in the "emerging market" in the mature market, the global e-commerce growth of eight "fast horse", it accounted for three.

        In September this year, Alibaba Global Express announced that its overseas buyers have exceeded 150 million, including new markets such as Eastern Europe and the Middle East. This transcript may have caused many exporters to pay attention to Eastern Europe. Potential market.

        With the intensification of competition in the European market and the introduction of VAT protection policies in various countries, the European region has also been included in the “difficult” mature market by Chinese sellers. As everyone knows, these sellers are mainly concentrated in the five countries of Britain, France, Germany, Italy and the West, and many countries in Europe still belong to the initial stage of cross-border online shopping.

        A piece of fertile soil buried in a mature market - Eastern Europe

        Igor, the general manager of MEEST CHINA, who has been in the Eastern European countries for many years in cross-border e-commerce, told Hugo. In fact, more and more residents of Ukraine, Poland and other Eastern European countries choose to buy cheap goods from overseas, even unique. Or some special products that are difficult to obtain.

        According to him, because the local light industry and production manufacturing industry in Eastern Europe is not developed, it is necessary to import a large number of products with low customer price from abroad; in addition, there is no mature brand monopoly market in the local market, and consumers are not demanding the brand. It is particularly fond of and can accept Chinese products. Currently, Eastern Europe can account for 25% to 30% of the entire European e-commerce market share.

        It is also in this context, Igor believes that if Chinese sellers want to enter the Eastern European market, as long as they control the cost, the performance of the product or the design can make more efforts to open the market. He also said that the price is the most concerned factor for Eastern Europeans, but its consumption habits are also approaching the Western European market and improving its aesthetic requirements.

        (Figure / Poland e-commerce market growth chart provided by Meest)

        Favorite e-commerce platform: According to GFK research, Eastern European residents prefer cross-border e-commerce platforms such as AliExpress, eBay and Amazon, and most of the markets are Russian-speaking countries, so AliExpress is among its most popular. The platform ranks first.

        The most common online shopping method: In the past two years, the number of users using mobile phones on the Internet has almost doubled, from 5.4 million in 2017 to 9.6 million in 2018.

        Most commonly purchased online products: electronic equipment accessories, smart phones, shoes and clothing, cosmetics, perfumes and children's products.

        At the same time, the Eastern European e-commerce market is also introducing new technologies for online sales, such as actively testing cutting-edge technologies such as VR/AR (Virtual Reality and Augmented Reality), Tatbota, and Virtual Assistant. E-commerce sellers can meet the individual needs of customers and bring new shopping experiences to users. 

        Global e-commerce grows eight "fast horses", and Eastern Europe accounts for three

        According to a recent research report by the British online payment company PPRO Group, among the eight cross-border e-commerce markets that experienced explosive growth in 2018, Eastern European countries such as Romania, Ukraine and Estonia have been on the list. Among them, the fastest growing e-commerce company is Romania, whose e-commerce sales are estimated to be 2.41 billion US dollars per year, accounting for 5.6% of retail sales, and the average annual growth rate of e-commerce is 40%. Secondly, Ukraine, with an average annual growth rate of 31%, has an e-commerce value of $5.1 billion.

        Although the growth rate is not as fast as that of Romania, in the rapid development of the electricity market in Eastern Europe, Ukraine continues to maintain rapid growth. Igor said that due to the low level of consumption in this market, the economy of products purchased in Europe and the United States is limited, so the goods sent from China to Ukraine through the MEEST postal method have also increased significantly.

       "The tax exemption standard for most countries in Eastern Europe is less than 22 euros. Only Ukraine requires less than 150 euros. Therefore, most of the products that we ship to Ukraine in China are tax-free." Igor also told Hugo.com. Most of Ukraine is a general cargo, and import customs clearance is relatively simple.

        The Eastern European market has to mention a "black horse" - the Polish e-commerce market, which is the largest in Europe and the sixth largest country in Europe. It is also a key development country in the Belt and Road. The population of Poland is 40 million. It is the most developed economy in Europe. . At the same time, it is also the logistics center of Eastern Europe, with many overseas warehouse resources.

        Want to "squat" the Eastern European market, the first priority to solve the problem of logistics delivery

        Sellers who want to enter the Eastern European market have to pay attention to the local logistics problem. According to Igor, the market has fewer logistics options, mainly based on local postal delivery. For the seller, it means that the logistics time is difficult to meet the requirements of current consumers, and the price is not flexible enough in the system of Wan Guo Post.

        MEEST CHINA, part of the MEEST GROUP, is responsible for the operation of packages from China to Ukraine, Poland, the Czech Republic, Uzbekistan and Belarus. It is understood that the group has more than 25 years of international operational experience, has its own International Mail Processing Center (IMPC) in Lviv, Ukraine, and is registered as a UPU (Universal Postal Union) registered member in Westerburg, Germany. Representative of the logistics group.

        Igor revealed that the goods currently exported to the Eastern European market basically rely on two channels, one is air transport and the other is rail transport. Customers can accept 30-35 days of aging, then the choice of rail way price will be much cheaper. Since MEEST opened its rail business last year, the amount of completion has doubled.


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The growth rate of e-commerce ranks first in the world. In fact, one-third of the volume of European e-commerce comes from this region.

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