As the world’s largest B2C e-commerce company, Amazon has established a powerful online marketing platform in more than ten countries including the United States, Canada, Mexico, the United Kingdom, France, Germany, Italy, Spain, Japan, and China, and has gathered nearly 304 million high-quality customers.
The “Global Store” business is a project launched by Amazon to meet the needs of Chinese sellers to expand overseas markets and help Chinese sellers sell their products to foreign consumers better through the Amazon online marketing platform. Amazon’s “Global Store” project is conducive to Chinese sellers to expand international markets and carry out global business layout. Therefore, it has been sought after by many sellers and has gradually become an important business direction of Amazon China.
In 2012, Amazon China introduced the “Global Store” business and simultaneously started recruiting sellers in seven major sites in the United States, Canada, France, Germany, the United Kingdom, Italy and Spain.
In 2013, Amazon China set up a dedicated team in Beijing to provide services for Chinese sellers’ “Global Store”. The following year, the dedicated service team was extended to Shanghai and Guangzhou, and the recruitment of sellers for Amazon Japan sites was started.
In February 2015, Amazon launched a full Chinese seller support service in the United States; in March, Amazon established a dedicated “Global Store” consultant team in the European and Japanese markets; in July, the recruitment of sellers for the Mexican site began, and the US and UK sites launched a full Chinese operating platform; at the same time, in order to optimize logistics services and provide sellers with diversified cross-border logistics solutions, Amazon launched the “Amazon Global Freight” plan and a logistics pilot plan for small and light commodities; in November, Amazon’s “Global Store” Chinese website was officially launched.
At the Amazon China “Global Store” Seller Summit on December 3, 2015, Amazon announced that it would launch a development plan to help Chinese sellers quickly expand their business in the European market, provide brand registration services for Amazon’s top ten sites, gradually open the “Second Sale” areas of 8 major sites around the world to Chinese sellers, and launch a full Chinese operating platform in Germany and Japan.
The Amazon Global Store Program provides an effective channel for Chinese sellers to expand their overseas business, which is beneficial for Chinese sellers to conduct business in the three major international consumer markets of North America, the European Union and Japan, and acquire more high-quality customers; at the same time, using Amazon as a platform to deploy global business is also beneficial for sellers to better grasp the market demands and consumer characteristics of different countries and regions, and thus seek more market opportunities based on different cultures and consumer psychology.