WorldFirst sees big money in cross-border payments

International payment company WorldFirst is eyeing opportunities in China's fast-growing cross-border payment market, despite the fiercely competitive landscape.

Jeff Parker, managing director of WorldFirst Asia-Pacific, a London-based cross-border payment service, said the company participated in the China International Import Expo to win over customers.

"I think the payment services landscape is very competitive. But there are a lot of niches within that landscape," said Parker, referring to WorldFirst's strategy to compete with its local and international counterparts, such as virtual wallet Alipay, Union-Pay and Western Union.