Borderfree, an international provider of cross-border ecommerce solutions, says it is collaborating with Alibaba's e-payments service provider Alipay to launch five American retailers in a new pilot program in China this holiday season.
The pilot program leverages Alipay's ePass to help U.S. brands reach online shoppers in China.
It will be available throughout the holiday season and features Saks Fifth Avenue, Bloomingdale's, Macy's, Ann Taylor and Aéropostale, according to a press release by Borderfree.
Online shoppers will receive Borderfree's localized customer experience including marketing messages, promotions and pricing in Chinese yuan.
Chinese demand for U.S. brands has been steadily increasing in recent years, but given language, cultural and payment barriers, steep challenges still exist for Chinese consumers who want to shop with top American retailers.
