A buyer in China wants to buy 3 cans of Stage 2 infant formula, but it's expensive, inconvenient and difficult to order directly from an Australian website. The Chinese based buyer heads into their WeChat community to look for one of their network currently living in Australia...

It is an established fact that China’s middle class is increasingly paying for and demanding high-quality Western products. We have seen over the past few years a significant number of foreign brands trying to target these Chinese consumers; often using the cross-border ecommerce channel as...