11st said on Tuesday it will open a dedicated storefront in mid-June on JD.com’s cross-border e-commerce platform JD Worldwide and begin selling products from 11st merchants.

The company said it will run the 11st storefront in a seller-friendly way. It detailed support measures to help sellers enter the China market easily without upfront burdens such as shipping and marketing.

When a Chinese customer places an order, sellers only need to deliver the product to an 11st logistics centre. 11st then purchases the product and takes charge of the subsequent process, including ocean shipping, customs clearance, delivery within China, customer service, marketing and tax processing. The service is provided at no additional cost, allowing sellers to focus on improving product competitiveness without complex calculations for logistics costs, fees and taxes.

If sellers register products on 11st Seller Office, the company’s seller-only site, within the agreed supply amount and sales price range set with the responsible merchandise planner, the products are automatically displayed in the 11st storefront on JD Worldwide through application programming interface integration. The 11st storefront is set to be placed on JD Worldwide’s main screen alongside global e-commerce operators such as Amazon, Walmart and Rakuten.

11st also plans to support overall operations through its China subsidiary Yanji 11st, including local consumer analysis, advertising and promotion planning, and customer service, to help increase traffic and sales. Right after the mid-June launch of the reverse cross-border service, it plans to participate in 618, one of JD.com’s biggest annual events, and provide support to boost sales. It also plans to take part in major events later, including Singles' Day in November.

11st has started recruiting sellers to enter the China market. On April 14, 11st held a global business briefing at the Yonsei Severance Building in Jung-gu, Seoul, and unveiled the structure and support policies of its China reverse cross-border business to about 170 brands.

Shin Hyun-ho (신현호), head of 11st’s Strategy Group, said, "Through close cooperation with JD.com, the industry’s No. 1 by China e-commerce sales, we will lower the barrier to entry into the China market by providing a reverse cross-border service that minimises sellers’ operational burden." He added, "We will become a partner that supports growth in the global market, not simply help with joining the platform."