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Richard Liu’s Opens “Pavilion of Canada” Flagship Store Online

​​In March 2023, JD Worldwide (the cross-border e-commerce division of launched its new “Pavilion of Canada” online store. Supported by the Canada Embassy in Beijing, the Pavilion offers Chinese consumers a collection of premium Canadian products with the added convenience of JD’s exceptional delivery and customer services., founded by Richard Liu, is China’s largest online retailer and its biggest overall retailer, transforming to be a supply chain-based technology and service provider.   

Exploring World Cultures Through JD’s National Pavilions introduced the concept of the “National Pavilion” in 2014. A virtual shopping platform that emulates the World Expo, JD’s online Pavilion stores give Chinese consumers access to the finest products from around the globe, organized by country and region. All products sold on’s are guaranteed for authenticity.

The National Pavilion program has proved a resounding success. To date, 46 countries have partnered with to open stores on the platform supported by their respective trade associations and embassies.

This innovative model provides customers with a unique, international shopping experience. Consumers can explore different countries’ cultures and specialties through an extensive range of products. Products include electronics, fashion, beauty, pet goods and more.

Bringing Canadian Brands to China

JD’s latest Pavilion offers a curated selection of Canadian imports, from beauty and wellness products to food and drink, such as ice wine, maple syrup, and honey. The online store features several well-known brands, including SunRype, PURNATUR, Natural Factors, Inniskillin, Zoie&Zane, and Nova Sea Atlantic.

Jean-Christian Brillant, Minister (Commercial) at the Canadian Embassy in Beijing, hopes that the new Pavilion will encourage more Canadian brands to export to China.

Luke Liu, General Manager, JD Worldwide’s business development department, said that “JD is thrilled to collaborate with outstanding Canadian brands.” Liu explained that, as the consumption demand of Chinese consumers continues to evolve, the new Pavilion platform will help emerging brands gain visibility and earn the trust of Chinese customers.

Operating via cross-border e-commerce, the Canada Pavilion enables merchants to access the Chinese market without the need for a local presence. Cross-border e-commerce model offers advantages, like tax incentives and simplified customs procedures.

Brands that leverage JD’s integrated cross-border supply chain can streamline the sales process. This way, they can minimize product handling while taking advantage of the retailer’s expansive logistics network.

This network includes cold chain delivery, a delivery system that ensures imported products arrive at consumers’ doorsteps fresh and at competitive prices. Through JD’s cross-border e-commerce platform, live lobsters harvested from Halifax, Nova Scotia can reach Chinese shoppers in as few as 17 hours.

The Rise in Cross-Border E-Commerce Activity

Customs data for 2022 revealed that China’s import and export cross-border e-commerce activity had experienced a tenfold increase over the last five years. Imports have grown by 4.9% year-on-year to RMB 560 million yuan.

This growth underscores the vital role that cross-border e-commerce plays in trade development and in meeting China’s increasingly diverse consumer needs.

Sales data from JD suggests that consumers in first- and second-tier cities continue to make up the majority of buyers of imported products. However, the demand for these products in lower-tier markets continues to grow, fueled by the convenience of China’s advanced e-commerce logistics and improvements in supply chain efficiency.

These factors present lucrative growth opportunities for global brands to take advantage of and explore.

About Richard Liu, Chairman

Richard Liu founded in 2004. He was JD’s CEO until April 2022, guiding the company’s development and growth throughout his tenure.  Today he is chairman of the board of, Jingdong Technology Holding Co., Ltd., JD Health International Inc., and JD Logistics, Inc.

Learn more about founder Richard Liu.

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