Xiaohongshu (RED) Announces Global E-commerce Expansion, Targeting the U.S. Market!

Xiaohongshu (RED) has introduced its "Global E-commerce Pilot Program", integrating cross-border trade, payments, logistics, and localized operations to help merchants reach global consumers. Participating sellers can leverage Xiaohongshu’s content ecosystem—including posts, livestreams, and shops—for international exposure.

Current Coverage:

• Initial phase focuses on U.S., Hong Kong, and Macau markets.

• Combines Xiaohongshu’s content-community advantage with e-commerce to drive cross-border sales.

Key Benefits for Sellers:

1. Global Reach: Algorithm-driven recommendations + "seed planting" (种草) content to attract overseas buyers.

2. AI Translation: Auto-translates product listings, posts, and customer service.

3. Logistics Partnerships: End-to-end shipping solutions to the U.S., Hong Kong, and Macau.

4. All-in-One Platform: Manage orders, products, and marketing within Xiaohongshu’s system.

Logistics & Payments:

• Sellers ship to designated hubs; Xiaohongshu handles customs and last-mile delivery.

• No forex accounts/fees—settlements in RMB with localized pricing for buyers.

Current Status:

• Invite-only beta; full rollout timing unannounced.

• U.S. is a priority, aiming for major overseas user growth by 2025.

Context:
Xiaohongshu began testing global expansion in 2021. Its January 2024 surge (topping app stores in 87 countries post-TikTok bans) accelerated plans. Unlike TikTok’s entertainment focus, Xiaohongshu’s lifestyle-centric, long-tail "seed planting" model could differentiate it in global e-commerce—if it masters localization and scalability.

(Note: Terms like "种草" (seed planting) retain cultural nuance; "Pilot Program" reflects its phased rollout.)