Babyhaven Breaks Into China Amid Growing Demand for Safe Mom/Baby Products

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Babyhaven Breaks Into China Amid Growing Demand for Safe Mom/Baby Products

In response to consumer demand for safe, high-quality baby products in China's booming market, California-based retailer Babyhaven launched its Chinese cross-border e-commerce website in partnership with turnkey e-commerce solutions provider Azoya International.

Mom and baby products are the second-most popular category for e-commerce sales in China, behind only cosmetics and personal care, according to iResearch. In addition, births in China soared by 7.9 percent in 2016 with deliveries of more than 17.8 million newborns last year, due in part to the Chinese government's decision to phase out its one-child policy.

As the world's largest e-commerce market, China represents a lucrative opportunity for U.S. and foreign retailers seeking new growth overseas. iiMedia reports Chinese cross-border trading volume reached $920 billion in 2016, up 26 percent from 2015. Tech-savvy Chinese shoppers have made China the world's leading market for mobile payments by market share. Experts estimate China's 2016 mobile payments transaction value totaled ¥12.2 trillion ($1.83 trillion), up from ¥0.2 trillion ($31.7 million) in 2012. To fulfill shoppers' mobile payment needs, Azoya supports Babyhaven with multiple popular mobile payment methods, including Alipay, WeChat Pay and Union Pay.

"Partnering with Azoya has greatly simplified our foreign expansion strategy," said Babyhaven CEO Jason Becker. "Azoya's expertise in China's evolving e-commerce market will help us reduce risk and capitalize on emerging market trends, including the increased birth rate, explosive mobile shopping and strong demand for foreign baby products."

Babyhaven's expansion into China follows the retailer's successfully entrance into the UK and Australian markets. To meet growing demand for safe products in China, Babyhaven's standalone Chinese online shopping website will include 10,000 SKUs reflecting a full range of premium mom and baby products, including clothing, toys, and accessories for feeding, bath, health, safety and nursery.

As an integrated turnkey e-commerce solution provider, Azoya helps global retailers enter the large and growing Chinese market through a fully-managed cross-border e-commerce model. Azoya's fully-managed platform for both desktop and mobile devices gives Babyhaven a direct market presence in China. To help maximize Babyhaven's conversion rates, Azoya's customized website includes localized marketing to suit the shopping behavior and tastes of Chinese customers, and Azoya also provides day-to-day operations for a smoother customer experience.