This thesis carries out a study on Cross-Border E-commerce in China which is growing at an alarming rate. The client, Swiss SMEs Research Center China (SSRCC) requested the insights of Cross-Border E-commerce in China for Swiss SMEs who are willing to enter in Chinese market. Therefore, the objective of the this study is to provide a better understanding, benefit and success factors of Cross Border E-commerce in China and to further analyze how Swiss companies presence at Chinese Cross-Border E-commerce platform.

This research is based on secondary sources like books, reports, websites, journals and academic articles. Furthermore, the author conducted interviews with the practitioners in E-commerce business industry. The author also discusses and analyzes two business cases by applying SWOT and 4Ps analysis.

The findings reveal that Cross-Border E-commerce in China refers to the model for an e-commerce company that analyzes big data and purchases the quantity and type of expected goods in advance from overseas and stores it in a warehouse designated in the bonded area through collective delivery. Therefore, companies can attract more customers than existing B2B channels by reducing the end selling price more, which lead to increase. Moreover, the companies can get more trust from consumers relatively than existing B2B channels because the products through Cross-Border E-commerce guarantee the same quality as the one in the origin country. Furthermore, the companies can use Cross-Border E-commerce market as market trial with less complicated monetary strategy. However, in order to be successful, the companies should prepare a business plan and conduct a thorough investigation before entering the Chinese market. This paper proposes several recommendations for Swiss SMEs by the following aspects: market research and risk aversion, quality of products, partnership with CBEC players, long-term business plan and landing strategy.