How to Register and Sell Online in China as a Global Brand

More beauty, fashion, and lifestyle brands are expanding into China not just for visibility, but to open real online stores and serve Chinese customers directly.

But selling online in China isn’t as simple as creating a Shopify site. Platforms like Tmall, RedNote (Xiaohongshu), WeChat and Douyin have unique requirements, and most don’t allow foreign brands to open stores without meeting strict legal, platform, and logistics conditions.

Why Registration Is Required

While some Chinese platforms allow overseas brands to build organic presence (e.g. RedNote or WeChat), ecommerce features like in-app stores, payment gateways, and livestream selling almost always require formal registration.

Depending on the platform, this can mean:

• A Chinese business entity

• A Tmall Global cross-border license

• A local TP (Trade Partner) to register on your behalf

• Or choosing platforms that allow direct overseas registration

Registration Requirements for Major Platforms

This comparison table outlines where overseas brands can register directly, and what’s required for each.

Platform	Can Overseas Brands Register?	Registration Method	Requirements	Notes
Tmall Global	✅ Yes	Tmall Global Merchant Registration	Overseas license, international trademark, bonded/HK logistics	Best cross-border ecommerce option
Xiaohongshu (RedNote)	✅ Yes (content only)	Brand Official Account via RED Business	Brand Official Account via RED Business	Business license, trademark, admin passport
WeChat Official Account	✅ Yes (content only)	WeChat OA Overseas Registration	Passport, business info, website	Commerce (Mini Program) needs CN entity
Douyin	❌ No	Requires Chinese company entity	CN license, CN phone/bank, brand cert	Needs Trade Partner or local subsidiary
Taobao	❌ No	Merchant account	CN business license, brand authorization	Trade Partner/distributor required
Pinduoduo	❌ No	Mainland registration	CN license, CN bank, CN phone	Not suitable for cross-border
Kuaishou (Kwai)	❌ No	Mainland business registration	CN license, CN bank	Similar to Douyin. No cross-border access

What You’ll Need to Register and Sell

If you’re registering with Tmall Global or through a local TP, expect to prepare the following:

✅ Core Documents:

• A valid overseas business license

• International trademark certificates for your brand/products

• An official brand website or online store

• Product documentation (especially for beauty, supplements, skincare)

  
  

✅ Ecommerce Infrastructure:

• A bonded warehouse or logistics partner in Hong Kong

• Customer support in Chinese

• Returns + compliance systems

⚠️ If you’re registering via a trade partner, they’ll often handle the registration and platform management—but you must still provide full brand and product documentation.

What Happens After Registration?

Once approved, you can:

• Open a storefront on Tmall Global

• Use RMB payments via AliPay or WeChat Pay

• Launch in-platform campaigns, KOL partnerships, livestreams

• Connect to logistics (e.g. Cainiao) and manage deliveries in China

📦 Be aware: even with registration, you are responsible for compliance:

• NMPA for skincare and beauty

• Customs and safety for food and wellness

• Accurate sizing/labelling for apparel

When You Should Register Your Business

You're ready to register if any one of the following is true:

• You’ve validated product-market interest (via RedNote or WeChat)

• You have inventory available and fulfilment planned

• You’re prepared to localise content, pricing, and promotions

• You see China as a long-term market, not just a test

If not stay in the content + visibility phase before investing in store setup.

Registering to sell online in China is not just paperwork it’s your entry into one of the world’s most competitive, fast-moving digital ecosystems.

Start with:

• The right platform

• The right registration path (Tmall Global, or CN entity via TP)

• A clear offer, localised brand story, and cross-border logistics

Need Help Navigating China’s Ecommerce Setup?

At The Stylatude, we help global brands:

• Build brand systems and visuals optimised for Chinese platforms

• Prepare registration documents for Tmall Global and RedNote

• Coordinate product compliance and TP onboarding

• Localise content and creative assets for RED, Tmall, and WeChat

Most importantly, our partners and us can speak English, Mandarin and Cantonese.

→ Book a China Readiness Call Let’s audit your assets and map the right path to start selling online in China.