As Amazon backtracks from China, Chinese sellers are finding increasing success using the platform to reach shoppers in Europe and the United States.
Forty percent of the platform’s best-selling merchants are based in China, according to Marketplace Pulse, a market research firm.
The research looked at the business addresses of the top 10,000 merchants in each of Amazon’s marketplaces in Europe. Collectively, these merchants account for about half of sales on the platform.
And while Amazon’s US operation does not publicize vendor address information, Marketplace Pulse believes Chinese merchants account for at least 40% of its top sellers too, given that Amazon.com is the largest—and thus the prioritized—destination for sellers.
Chinese merchants are also growing their influence on Amazon at a steady clip, with the share of China-based top sellers growing 14 percentage points from two years ago.