While cross border e-commerce (CBEC) is an attractive channel for foreign businesses to sell to China, misunderstandings over how CBEC in China works frequently end in costly disappointments and retreats from the market. In this issue of China Briefing magazine, we offer foreign investors a practical guide to selling to China through CBEC. We begin by introducing the market landscape, before diving in to the sector’s legal and regulatory framework. We then compare the advantages and disadvantages of different CBEC business models. Finally, we consider how to protect intellectual property in China when selling online.