China’s e-commerce industry has been blooming rapidly, but the country’s online shoppers aren’t stopping at the border. More and more shoppers are heading into new territories in pursuit of the best deals. Dubbed as Haitao (“buying overseas”), Chinese oversea online buyers can buy from foreign online retailers and have the goods directly delivered to their Chinese address.

According to a Nielsen survey, there are 18 million Chinese cross-border online shoppers who spent RMB216 billion (US$35.24 billion) in 2013. Cosmetics and skin care products, women’s clothing, perfume, and health and food supplements are among the most popular categories from overseas.

Metao, a cross-border e-commerce site formerly known as CNTaotao, reportedly secured US$30 million of Series B financing led by Vertex Venture with participation of Morningside Ventures, Greenwoods Investment and Series A investor Matrix Partners.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.