access China, the world's largest
eCommerce market

At best it’s difficult, and expensive, for foreign businesses to access the Chinese market and reach consumers.

At worst it’s almost impossible.

Chinese consumers are sophisticated online shoppers and while the market is relatively young, it offers the most exciting opportunity in the World.  China also shows the greatest growth potential for the foreseeable future.


Market leading,
service from the
UK to China


team including
customer service
operation in China


Fully integrated
bespoke solutions
API & Payments

Avenue51 enables its clients to engage with and benefit from the Chinese eCommerce market through the application of the team’s sector expertise, technical ability and local market experience & knowledge.

  • We simplify technological and logistical integration.
  • We drive revenues for our clients through multiple sales channels.
  • We remove uncertainty for both seller and end-customer.
  • We offer a complete end-to-end service, allowing your business to access the market in the shortest possible time and with the minimum amount of bureaucracy.

Over 60 retailers to date have chosen Avenue51 as their partner for UK to China eCommerce.

Irrespective of platform, we deliver fully operational eCommerce offerings for every client within 6 weeks.

  • royal mail
  • linwoods
  • early days
  • works with water
  • Cambridge Satchel
  • metaburn
  • HAND
  • this works
  • jivesse
  • Glenbrae
  • Waitrose
  • Boden
  • Ellas kitchen
  • Pai
  • Pai
  • Lily charmed
  • arganorganics

Avenue51 is the only full-service, eCommerce to China offering, originating from the UK market.

  • Business Needs:

    Avenue51 Provides:

  • Technology

    Bespoke technology solution

  • Sales channels

    Multiple routes to market

  • Logistics

    Cheapest tracked service to China

  • Payment solution

    Full Alipay integration

  • Marketing support

    Experienced international marketing team

  • Customer connections

    UK & China-based customer service

  • Returns solution

    Two warehouses for management of returns

Avenue51’s platform agnostic approach enables your business to enter the Chinese eCommerce market with a solution that suits your needs.


Our status as a Tmall Partner means that we can get your business on Tmall and in front of the 54% of Chinese online shoppers who use the platform regularly within 6 weeks.

We have a longstanding relationship with and run our own successful store on the site.  You will benefit from both our experience and our contacts.

Standalone website solutions

For many clients we operate independent Chinese eCommerce websites with full functionality, local customer service, on the ground marketing advice, promotion support and instant remote product management.


For information on Avenue51's B2B service please click here

Logistics solution

We offer multiple options for getting your product to the consumer in China.  We ship over 40 tonnes of cross-border orders from the UK to China each day and we guarantee to deliver the best results for your business.

Market Entry Consultancy

Our experience operating across the UK and China combined with our specific knowledge of the Chinese eCommerce market gives us a unique perspective which helps you to make the most of your opportunities in China.


Our status as one of the UK’s first and few Alipay approved integrators means you can accept payment from over 550 million Alipay members in China.

Customer Service

We offer the finest service to our clients and that includes enabling your relationships with your customers.  Our China-based customer service team is ready to support your operations.

Our team

Chao Liu

Chao Liu Chief Commercial Officer

UK Technology Strategy Board prize winner in 2011 and 2013. MPhil Technology Management (University of Cambridge).

James Hardy

James Hardy Chief Executive Officer

Previously Director, EMEA for Alibaba. UK qualified solicitor. MBA from Melbourne Business School.

Eric Wang

Eric Wang Chief Operations Officer

Previously senior IT infrastructure developer for Commerzbank leading development of FX trading systems. MSc Advanced Computing (Imperial College London).

Chris Wang

Chris WangHead of eCommerce

Previously senior Vice President for Commerzbank, equity trading technology. Also worked for Standard Bank Group, Boston Consulting Group and Microsoft. Master in international business management (Grenoble Ecole de management).

Aaron Zhang

Aaron Zhang Director, B2B Trading

Extensive experience in retail, fashion and eCommerce. Previously ran online fashion and designer brand store MSc Finance and Investment (The University of Nottingham).

Vincent Wang

Vincent Wang Chief Technical Officer

Previously senior infrastructure developer working on business intelligence systems for AC Nielsen. B.Eng in Computer Engineering (Huazhong University of Science & Technology, China).

Contact us

Our office

Unit 2
Anchor Wharf
Yeo Street
E3 3QR

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