The China ecommerce landscape has a scale and complexity that makes it both an exciting and daunting prospect for brands.

At $2.8 trillion in 2022 (Insider Intelligence forecast), the market makes up roughly 40% of all global ecommerce, predicted to grow to $4 trillion and 50% by 2026.

The numbers bear repeating. "Just over one in every two pounds, dollars, yuan spent online will be with a Chinese consumer," says Jonathan Travers-Smith, founder and CEO at China-focused marketing agency Hot Pot China.

"So, it's huge and if you need any more motivation to get involved... well.... China ecommerce will get involved with you, given the rate that it's growing."