1010 social ecommerce platform – powered by Avenue51- aims to make it far simpler and more profitable for global wellness, natural beauty and fitness brands to enter the China market by enabling them to collaborate with groups of Chinese expats (1010ers) living in their country where the products are created. Click here to learn more […]


As of today British brands can ship products to shoppers in China 1 day faster (and get paid faster) than ever before with the opening of the Avenue51 advanced fulfilment centre (FC) at Heathrow. This new generation UK to China ecommerce fulfilment centre is unusual in that it includes approved customs screening equipment inside to speed up […]


Avenue51's multi-award winning global ecommerce platform enables more than 100 British and European consumer brands including Waitrose, Cow & Gate, Aspinal of London, ThisWorks and Optibac to generate and fulfil over £45 million of orders from shoppers and online retailers in Mainland China each year.

Our team of 150 staff based in offices around the world including London, Birmingham, Beijing, Shanghai & Hangzhou are endlessly integrating our solution into the business models of the world's most progressive brands.

For those brands simply seeking fast access to shoppers in Mainland China, Avenue51 offers the opportunity to list products within a network of more than 50,000 online retailers used by shoppers in Mainland China. This includes a number of highly successful online stores operated by Avenue51 under license (Laposte and Royal Mail Tmall flagship stores) or directly (51bestuk, 51Taouk... ).

Please contact us for a conversation on how our solution can be integrated into your business and support your continued global success.

Alternatively follow us on social media to stay up-to-date with our latest news and discoveries.


The Avenue51 cross border ecommerce solution is built around 3 main features which can used individually or integrated to form a complete solution.


The sole purpose of this powerful feature is to create desire for your brand and range of products amongst shoppers based in Mainland China.

+ Marketing activitation plans and performance review.

+ Branded social media accounts (Wechat, Weibo..) setup and management.

+ Chinese Influencer collaborations and product reviews.

+ Social sharing of your brand among UK based Chinese influencers (Daigou).

+ Branded content creation and translation.


This feature makes it possible for your products to be listed and sold by your choice of online retailers from our network of more than 50,000 personal, professional and platform based online retailers.

+ Direct translation of all brand assets and content into Mandarin Chinese.

+ Alipay/Wechat Payment collection in RMB with your settlement paid to your local bank in GBP or Euros.

+ Your own official branded online store (Flagship store) set up and operated for you on a number of e-commerce platforms including Tmall, JD and Wechat. Avenue51 is an officially certified Tmall Trade Partner (TP).


This feature is built to ensure your orders are fulfilled quickly, professionally and cost efficiently.

+ 5 professionally operated fulfilment centres (standard and bonded) in Mainland China and UK.

+ Chinese Customs registration for your products.

+ Pick and pack services.

+ Daily consolidated air shipments from London to Mainland China to lower shipping costs.

+ Multi-route customs clearance paths optimize delivery efficiency.

+ Single reference shipping tracking point for shoppers further improves customer experience.


Not just a pretty face, Avenue51's whole cross border ecommerce solution is built on one of the most robust and fully tested technology platforms. It is integrated with most of the popular ecommerce, payment platforms and logistics operators used in Mainland China and around the world.


Time for shopping! Avenue51 manages an extensive range of online retail stores used by millions of Mainland Chinese shoppers each month. List your products with one of these stores to get moving quickly or contact us to have your own branded store setup and operated for you by our highly experienced team.

51best Online Store

51best is a UK based online store popular among Mainland Chinese expats living in the UK. The store specifically caters towards UK based Personal Retailers (Daigou) managing their own online stores that sell directly to shoppers in Mainland China. Visit

Laposte Onlines Stores

Laposte Tmall store mostly lists quality brands from France including Modilac, Ozalys, Hydraflore Paris, Les Provencielles and many more. Visit or JD Store.

Waitrose Online Stores

The Waitrose flagship store on Tmall lists a broad range of Waitrose own branded products including a range of non-essential food and personal care item. Visit or JD store

Royal Mail Online Stores

Royal Mail flagship store on Tmall and JD is exclusively operated by Avenue51. The store lists a wide range of famous and up-and-coming British brands and gain the rank of top selling store on Tmall in Q1 2020 for mother and baby related brands. Visit or JD store.


Over the last few years our reputation has been built on growing the marketshare of a number of UK and European brands up to more than £5M annual turnover. Here are a few examples of the success we have created. Click below to get the latest updates via social media.


This Works is a very progressive British personal care brand particularly well known for its range of sleep-related products. For the past 3 years Avenue51 has been providing the thought leaders at ThisWorks with a complete cross border e-commerce solution that enabled them to succeed in rapidly acquiring more than £5m of marketshare in Mainland […]


Waitrose, with an annual turnover of £6bn is one of the UK’s most successful supermarket chains and has built a strong reputation for delivering high quality products and customer experiences. Since the launch of their cross border e-commerce initiative with Avenue51 in 2016 the fast scaling growth trajectory of their market share in Mainland China […]


The prestigious British accessories brand Aspinal of London were one of the first luxury thought leaders to truly unlock the power of the Avenue51’s influencer and luxury focused online retail network to rapidly scale and sustain marketshare in Mainland China. Below you will find an outline of the explosive initial launch of Aspinal of London […]



Don't take our word for it. Here is feedback from the brands and thought leaders whom we have had the privilege of working with over the last few years.

“Avenue 51 has been integral to our Chinese market entry strategy. Not only has the relationship quickly demonstrated Chinese marketplaces to be a viable revenue stream, it has brought China fully on to This Works’ radar through the early successes. Avenue 51’s full service cross-border operation has been crucial to this, from the logistics to the customer service.”

Head of Ecommercethisworks

“When we first started our China market entry for Waitrose & Partners, it is fair to say that many doubted our approach. Fast forward two years and the rapidly growing sales prove that the "assumed wisdom" that brands have to invest heavily to break into the market is plain wrong. Many brands have gone down that route and failed. Very proud to have delivered this market entry for Waitrose in collaboration with Avenue51, and looking forward to seeing the brand go from strength to strength in China. “

Digital Proposition LeadWaitrose

“Avenue51 to me is the UK’s only truly comprehensive cross border e-commerce solution between the UK and Mainland China. Any reputable British retailer looking to grow their business in China can benefit not only from unmatched logistics services, but a wealth of expertise ranging from China specific merchandising, marketing, branding and much more. I would highly recommend them.”

Global Ecommerce ManagerASPINAL OF LONDON


The Avenue51 team is formed of a group of more than 150 accomplished thought leaders and practitioners in the industry.

Chao Liu

Chief Commercial Officer

Chao Liu

Chief Commercial Officer

UK Technology Strategy Board prize winner in 2011 and 2013. MPhil Technology Management (University of Cambridge).

Eric Wang

Chief Operations Officer

Eric Wang

Chief Operations Officer

Previously senior IT infrastructure developer for Commerzbank leading development of FX trading systems. MSc Advanced Computing (Imperial College London).

James Hardy

Chief Executive Officer

James Hardy

Chief Executive Officer

Previously Director, EMEA for Alibaba. UK qualified solicitor. MBA from Melbourne Business School.


Avenue51 was formed in 2014 by a small group of highly accomplished global experts in the field of Mainland China's online retail industry.

Possessing an in-depth understanding of the challenges and huge costs UK and European brands were facing in selling online to shoppers in Mainland China the team set out to leverage technology and progressive thinking to present a competitive solution. Within months the solution had won the highly sought after Guardian New Business award and was proving itself a viable option for British brands to expand in China.

Less than 5 years later Avenue51 is now one of the global market leaders in this field, and has extended the solution to brands all across Europe.


UK Head Office:
Avenue51, Unit 2, Anchor Wharf,
Yeo Street, London, UK E3 3QR
telephone: +44 (0)20 3306 0554

Press, Awards and Associations