Cross-border e-commerce rising rapidly

Zhang Jie, 29, an office worker from Shenzhen, Guangdong province, is passionate about cosmetics and fashion products. She often browses Red, known in Chinese as Xiaohongshu, an overseas shopping tip app to get information about fashion and shopping before she buys overseas brands and products.

"I like reading interesting shopping stories, product recommendations and buying tips, even though I don't have overseas travel plans on my schedule," said Zhang, adding she would buy products from Red directly.

Shanghai-based e-commerce startup Red was set up in 2013 to connect Chinese consumers with overseas sellers, creating a community of trust and sharing, with more than 70 million users by the end of October.