Borderfree has launched a new pilot program in partnership with Alipay, a China-based e-Commerce service provider, to extend Alipay’s ePass solution to a variety of U.S. brands, including Aéropostale, Ann Taylor, Bloomingdale’s, Macy’s and Saks Fifth Avenue, in time for the holiday season.
By eliminating the language, cultural and payment barriers that come with international expansion, Borderfree is aiming to satiate Chinese consumers’ growing desire to purchase items from U.S. brands. With the program, Borderfree will provide Chinese shoppers with a more seamless cross-border shopping experience that combines its e-Commerce platform with Alipay’s ePass solution, which is designed to provide payments, logistics and marketing support to brands and retailers.
“With a quickly-evolving consumer market and a growing base of sophisticated shoppers, China is a key part of our international e-Commerce strategy,” said Kent Anderson, President of Macys.com. “We see this pilot from Borderfree and Alipay as a compelling way to overcome barriers that have made breaking into this marketing particularly challenging, and provide consumers with a straightforward, localized shopping experience.”