This rapid growth has been significantly boosted by platforms such as the China International Import Expo and cross-border e-commerce
Ethiopian coffee has been rapidly gaining traction in the Chinese market in recent years, with sales growing at a staggering rate of 27 per cent annually.
This rapid growth has been significantly boosted by platforms such as the China International Import Expo and cross-border e-commerce, which serve as effective gateways for overseas brands to enter China and present numerous opportunities for Ethiopian businesses.
One standout success story is the Ethiopian coffee brand Gera, which showcased roasted coffee beans at the third CIIE. During the expo, the brand’s Yirgacheffe and Sidamo coffees were signed up to a prominent cross-border e-commerce platform, immediately available for consumers.
During the fifth CIIE, Ethiopian highland coffee with vibrant orange packaging was drawing eyes. After being showcased in an e-commerce livestream during the expo, 17,000 boxes were sold in just one evening. Online sales of Ethiopian coffee surged 300 per cent during the sixth CIIE.
Traditionally, Ethiopian coffee growers and processors only accounted for less than 10 per cent of profits in the export trade, with the majority of profits lying in distribution and sales. Leveraging the CIIE for cross-border e-commerce sales has effectively reduced trade costs, benefiting Ethiopian coffee farmers and allowing Chinese consumers to enjoy premium coffee beans at more affordable prices.
