Sam Wolf moved his family's health and wellness business online more than a decade ago. The Conshohocken, Pennsylvania-based company runs its own warehouse and sells thousands of nutrition products in dozens of countries through its own website as well as on Amazon.com Inc. and EBay Inc. But all that know-how didn't quite prepare Wolf for the experience of selling into China through Alibaba Group Holding Ltd.'s online stores.
Most small U.S. companies don't have the brand awareness in China to stand out among the millions of goods on Alibaba's websites, let alone the expertise that's required to take a product from a U.S. warehouse to a Chinese consumer's doorstep, cutting through the red tape to gain access to an otherwise inaccessible market. Alibaba is the virtual mall that houses the brands, but sellers are in charge of production and distribution with little clarity on the demand for their wares. -- More...
