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Horsten International will soon open a flagship store on Tmall Global, Alibaba's cross-border e-commerce platform
30.11.2020

Horsten International will soon open a flagship store on Tmall Global, Alibaba Group’s cross-border e-commerce platform. It will be the first and only Belgian webshop dedicated at selling Belgian food and beverage brands directly to Chinese consumers. The flagship store will be operated by Horsten International in close cooperation with Arctic Solutions, a Dutch service provider based in Shanghai, offering a unique chance for Belgian brands to enter the Chinese market without having their own legal entity or distributor in China and sell directly to Chinese consumers.

Cross-border e-commerce (CBEC) is the process of Chinese consumers buying products directly from foreign suppliers via the internet, without the specific need for an intermediary business entity in China. This is different from the traditional e-commerce platforms in China which require a Chinese legal entity or a Chinese importer/distributor. 

Chinese consumers buying products via CBEC platforms search for a higher level of quality and better product safety. Consequently, food products are one of the best sold product category on CBEC platforms, making cross-border e-commerce the perfect first entry into China for Belgian food brands.

With this project Horsten aims to provide the 654 million annual active consumers across Alibaba’s marketplaces with access to high-quality food & beverage products from Belgium. Horsten joins a growing list of international brands that have chosen Tmall Global as their partner of choice to grow their online business in China, one of the most advanced and fastest growing digital consumer markets in the world.

The cooperation between Horsten and Tmall Global underlines the growth potential of the food & beverage category in China and in particular high-quality products from Belgium, such as chocolates, beers, cookies, biscuits, bakery products, candies and other food & beverage products. The flagship store will introduce Belgium's renowned food and beverage culture and heritage to Chinese consumers and aims to enable them to enjoy an excellent shopping and food appreciation experience. 

Alibaba is the biggest e-commerce player in China, but it is not easy for food brands from a small country such as Belgium to sell their products on one of Alibaba’s platforms. Through this exclusive flagship store many Belgian food brands can share resources and maximize their chances of success.

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