Borderfree, a market leader in international cross-border ecommerce, today announced it is collaborating with Alipay, China’s leading e-payments service provider, to launch five iconic American retailers on a new pilot program leveraging Alipay ePass to help U.S. brands reach online shoppers in China. The program will be available throughout the holiday season and features Saks Fifth Avenue, Bloomingdale’s, Macy’s, Ann Taylor and Aéropostale.
Chinese demand for U.S. brands has been steadily increasing in recent years, but given language, cultural and payment barriers, steep challenges still exist for Chinese consumers who want to shop with top American retailers. Borderfree's launch of the Alipay ePass program addresses these challenges by offering Chinese consumers a familiar and seamless cross-border shopping experience, pairing Borderfree’s industry-leading global ecommerce platform with Alipay’s ePass solution, which provides the unparalleled payments, logistics service and extensive marketing reach of Alipay in China.
Online shoppers in China will receive Borderfree’s localized customer experience, including marketing messages, promotions and pricing in Chinese Renminbi. Upon finalizing their purchases, shoppers are taken to a modified checkout, offered in Mandarin Chinese and designed to deliver a familiar and comfortable experience for Chinese consumers.
“We believe the time is finally right for retailers to aggressively enter the Chinese market, and Borderfree is actively exploring new ways to help our customers more effectively reach this tremendous consumer base,” said Michael DeSimone, Chief Executive Officer, Borderfree. “Testing new services like Alipay ePass is part of our ongoing commitment to enhance the cross-border shopping experience for Chinese consumers. We are very excited to collaborate with Alipay and look forward to rolling out additional services aimed at helping retailers sell to China in the months to come.”
“With a quickly-evolving consumer market and a growing base of sophisticated shoppers, China is a key part of our international ecommerce strategy,” said Kent Anderson, President, Macys.com. “We see this pilot from Borderfree and Alipay as a compelling way to overcome barriers that have made breaking into this marketing particularly challenging, and provide consumers with a straightforward, localized shopping experience.”
The Alipay ePass solution provides payment, logistics service and marketing support to help global brands and retailers connect with Chinese consumers. The solution is available through Borderfree and other partners. For more information: http://global.alipay.com/epass