International online marketplace guides

Selling on the online marketplace

Online payment using a smartphone - Photo by Pexels

Selling on the online marketplace

Getting started on is the second largest business-to-consumer online marketplace in China, after Alibaba owned Tmall, with over 188 million active users.

They operate on a hybrid basis: sourcing products themselves to sell directly to Chinese consumers and operating as a marketplace where consumers find products on the marketplace and buy direct from the seller.

JD operate a worldwide programme allowing foreign sellers to sell direct to the Chinese market without having to keep physical stock in China.

The worldwide programme also provides logistical services, which can be beneficial for ensuring products clear Chinese customs.

As an international seller on, you are required to be the brand owner or have a license, trademark registration and operational history to show you are a legitimate company.

Markets is a business-to-consumer (B2C) market place, selling to customers in China


You can sell on if your business is in one or more of the following sectors:

  • Textiles
  • Apparel
  • Technology
  • Food (dry pantry style goods)
  • Sports equipment
  • Health and beauty
  • Books
  • Children’s items

Subscriptions and fees requires a 15,000 USD deposit, which is refundable.

The subscription fee is 1000 USD annually, plus a 2-5% commission based on the item sold.

Contact us

Get in touch with our trade advisers who can help you sell on international online marketplaces.


All information provided on this web page is for general guidance only. Due diligence on a given third party or listing remains the exclusive responsibility of the end user. Whilst every effort is made to ensure the accuracy of the details represented, Scottish Enterprise cannot endorse, recommend or accept responsibility for any transactions conducted between the user and a given third party or listing provided on this web page. Scottish Enterprise has compiled these guides using secondary sources and all information was correct at the time or writing.