China's eCommerce market is the largest eCommerce market in the world. This market has its own specificities - local players and local practices are quite different from the Western world.

Whether you are a brand or a merchant with an eCommerce project in China, this training will help you understand the local eCommerce Chinese market, the best eCommerce practices in China and the Chinese digital ecosystem.

Through real life examples and case studies, this training will allow you to gather the necessary practical and market knowledge for your eCommerce success in China.

Session Outline

Market Insights:
  • Who are the Chinese Internet users & online buyers?
  • Focus on the mobile market in China
  • Market Size/Market Growth
  • Why do  Chinese consumers buy online?
Marketplaces & eTailers
  • The major importance of e-Marketplaces in China’s eCommerce scene
  • Business models of the e-Marketplaces in China
  • Tmall & JD Focus
  • Shoppers acquisition on e-Marketplaces
  • Case Studies
  • Costs necessary to setup and run a eCommerce platform
Cross Border eCommerce
  • What and why do Chinese shoppers buy on Cross Border eCommerce?
  • Why and How can brands leverage Cross Border eCommerce?
  • Review of the different logistics options
  • Cross Border Tax – new scheme and positive list
Stand Alone eCommerce Website
  • The localization of an eCommerce website for China
  • Hosting a website in China
Digital Landscape & Baidu
  • Baidu & Baidu Marketing
  • Basics of Baidu SEO
  • Livestreaming & eCommerce
  • Short Videos
Social Marketing & Social eCommerce
  • Social Marketing insights
  • Why social marketing is a must for eCommerce in China ?
  • Weibo is not dead! How can brands use Weibo ?
  • WeChat: The Super App
  • WeChat features / accounts / ecosystem
  • How to acquire WeChat followers
  • How to run eCommerce with WeChat
  • Advertising with WeChat
  • Case studies & campaigns
Strategy & Budget
  • The MUST HAVE of an eCommerce Strategy
  • Planning a budget for your eCommerce
Who should attend?
This training session targets any brand or merchant with an eCommerce or Digital project on the Chinese market. Entrepreneurs and/or eCommerce practitioners are welcome.


  • Cyril Drouin (Trainer)

    Cyril Drouin


    Cyril Drouin is the Chief eCommerce Officer for Greater China at Publicis Communications. He is based in the Shanghai office, but he travels extensively for business, lectures, and trainings. Cyril runs the Publicis Commerce practice in China.

    Cyril has lived in China since 1998 and in 2003 founded an eCommerce and digital agency focusing on the Chinese market. As its CEO and Senior eCommerce Consultant, Cyril, over more than 10 years since its inception, helped his agency grow with clients extending from SMEs to multinationals. Local and international companies came to rely on the eCommerce and digital marketing expertise Cyril used to create their success in either optimizing or creating their digital & eCommerce presence in China.

    So far, over 100 retailers, brands, manufacturers, and small businesses have benefited from his expertise on the entire lifecycle of an eCommerce project. From its consulting and strategic phases to implementation and monitoring performance.

    Cyril is a regular well-respected speaker and trainer at various digital and eCommerce conferences. He hosts high-level training sessions about the Chinese eCommerce ecosystem in China and around the world. Cyril is teaching eCommerce and Digital Marketing to MBA students as well.

    Cyril holds a Master degree in IT & Mathematics. He is native in French and fluent in English, also has a good command of Chinese, so his trainings are attended by trainees from all walks of life in Chinese business.

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08:45 Registration & Networking
09:00 Morning Session
10:30 Morning Session Coffee Break
10:45 Morning Session
12:00 Lunch
13:00 Afternoon Session
15:30 Afternoon Session Coffee Break
15:45 Afternoon Session
17:00 Session Ends


A prepayment is required when choosing 'Members only price' or 'Standard Price'.

Member Ticket
Member Price RMB 2,650
Member Company Employee Ticket
Standard Price RMB 3,650
Non-Member Ticket
Standard Price RMB 4,650


  • All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
  • For half-day sessions, AmCham Shanghai members are eligible to attend free of charge with Training Credit*; AmCham Shanghai members without Training Credit are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate".
  • For full-day sessions, AmCham Shanghai members are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at “Employee Rate”; Non-members are eligible to attend at “Non-Member Rate”.
  • Limited spaces are available and attendance will be given on a first-come, first-served basis.
  • Members please bring your membership card and non-members bring your business card upon check-in at the training session.
Walk-in and Cancellation Policy
  • This session requires confirmation of attendance in advance. If you attend this session without prior registration, you will be charged an RMB50 "walk-in" fee as member and RMB100 as employee.
  • Cancellation: If you need to cancel your registration for a half-day session, please notify Ivette Corominas at (86 21) 6279 7119 ext. 5671 or email ivette.corominas@amcham-shanghai.org no less than 24 hours in advance. If you need to cancel your registration for a full-day session, please notify Ivette Corominas at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.
  • To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.