Xiaohongshu's Next Move: Testing the Waters in Cross-Border E-Commerce
Xiaohongshu Is Going Global
Chinese social commerce platform Xiaohongshu (RedNote) has ramped up its international expansion, launching an e-commerce pilot program aimed at overseas users.
On March 10, Xiaohongshu introduced its "Global E-commerce Pilot Program," an all-in-one solution that streamlines online transactions, trade exports, cross-border payments, and localized operations.
Once merchants join, they can directly connect with overseas users through Xiaohongshu's platform via posts, livestreams, and storefronts. The program's initial rollout covers the U.S., Hong Kong, and Macau.
Xiaohongshu offers the following benefits to merchants who join the program:
Global Reach: Tap into international markets with precise targeting through content seeding and algorithm-driven recommendations.
AI-Powered Translation: Automatically translate product listings, posts, customer service, and account pages into multiple languages, ensuring a smooth shopping experience for overseas customers. Smart translation also helps merchants handle international inquiries.
Official Logistics Solutions: Xiaohongshu has teamed up with global logistics providers to offer end-to-end shipping solutions.
One-Stop Merchant Dashboard: Merchants can manage orders, products, and marketing campaigns seamlessly through Xiaohongshu's Qianfan system.
Xiaohongshu has begun inviting a select group of merchants to beta test its new program. Those chosen can access the notification in the Qianfan backend. Once on board, merchants will have full control over their product listings—allowing them to activate or pause international sales, define sales regions, and adjust product quality and details as they see fit.
Xiaohongshu's global expansion reflects a broader push by Chinese e-commerce firms to tap overseas markets. However, scaling while maintaining engagement will be Xiaohongshu's biggest challenge.