According to a report from the JD Consumption and Industry Development Research Institute, Chinese consumers are increasingly demanding diversified and high-end consumer goods, with their expenditure on imported products being a significant driver in that area. JD has procured more than 500 billion yuan in imported products over the past three years, the company said.

"Chinese e-commerce platforms are accelerating their presence in overseas markets to seek new sources of revenue, as growth in the domestic e-commerce sector is slowing," said Chen Tao, a Beijing-based analyst at internet consultancy Analysys. He said Chinese enterprises should step up localization efforts in overseas markets and comply with local laws and regulations to ensure they become reputed brands overseas.

Zhang Tianbing, head of Deloitte Asia-Pacific consumer products and retail industry, said, "With the expansion of domestic demand and advances in emerging retail technologies, China has introduced preferential policies, such as lowering import taxes and expanding the range of goods allowed to be imported."

The boom in celebrity livestreaming has also spurred cross-border e-commerce purchases by domestic consumers, Zhang said, adding that overseas brands are moving to cross-border platforms as they expand their distribution channels in light of COVID-19 disruptions to offline retail.