Speed, Sustainability, and Social Commerce
Post & Parcel spoke with Ivan Pan, Head of Global Partnership Management at 4PX, one of China’s leading e-commerce logistics companies, to explore how logistics providers are addressing the challenges and seizing the opportunities of today’s global e-commerce landscape.
Q: Can you tell me about your role at 4PX and how it has evolved to meet today’s global e-commerce demands?
A: Absolutely. My role involves managing global partnerships and overseeing resources and projects across local markets. My team and I focus on key logistics services: middle-mile and last-mile delivery. We also maintain strong relationships with postal services worldwide, including new product collaborations and promotion in the Chinese market. In the evolving global e-commerce landscape, 4PX consolidates local resources to offer Chinese sellers streamlined logistics, which ultimately enhances both the end-consumer and seller experiences.
Q: Social commerce has grown recently—why do you think it’s become so significant?
A: The change is due to three main factors. First, convenience: people now trust cross-border delivery more, especially as delivery times have shortened. Second, cost: due to macroeconomic factors, consumers are cautious with spending, but Chinese products provide affordable, “good enough” options, meeting demand for quality and price. Third, better service options: for example, improved return services make it easier for consumers to return products if they’re unsatisfied, enhancing the shopping experience.
Consumers are getting more confidence on the social media selling, especially for KOLs live sales. People spends more time on social media and more brands and sellers are favor of great KOLs in branding, promotion, and sales online.
Q: How does 4PX balance the need for speed with environmental sustainability in deliveries?
A: While speed is essential, we’ve implemented measures to ensure sustainability, especially by reducing wasted airspace. By consolidating shipments and using more efficient packaging, we’re able to lower emissions. We also collaborate with other carriers and strategically manage resources, storing items in warehouses when necessary to optimise shipping efficiency.
Q: What are the key challenges in social commerce, and how can 4PX help brands navigate these issues?
A: Two primary challenges are product quality and counterfeiting. Without centralised quality control, social commerce often faces consumer trust issues regarding authenticity. At 4PX, we vet new shippers, inspecting warehouses and utilising x-ray machines at our hubs to detect counterfeit products. This ensures that we only support genuine, high-quality products through our logistics network.
Q: What makes 4PX unique compared to other logistics providers?
A: Our 20-year history in cross-border logistics gives us a strong foundation. We serve a large client base of small and medium Chinese brands, enabling them to reach global markets. We’re also one of the largest e-commerce logistics providers in China with extensive partnerships and local knowledge in various countries, helping us offer tailored solutions that other consolidators can’t match.
Q: What excites you most about the potential of social commerce?
A: Emerging markets are incredibly exciting right now, especially in Africa, South America, and parts of Europe. While we’re seeing steady growth in established markets like the U.S. and Europe, there’s huge potential in these new regions. Our mission is to support small and medium Chinese brands in expanding globally, and we’re focused on exploring these untapped markets.
Q: How does 4PX work with North America, and what partnerships are you building there?
A: The U.S. is a major market for us, accounting for 45% of our volumes. We have numerous partners there, such as USPS, DHL eCommerce, Fedex, etc. Through collaborations with our local partners, we’ve optimised procedures to reduce sorting times and increase efficiency. We’re continuously looking to expand our partnerships in the U.S. and deliver even better solutions for Chinese brands shipping to North America.
About Ivan
Ivan Pan is currently the head of the global partnership management for 4PX Express, managing relationships with all strategic partners for 4PX globally. Prior to his global partnership management experience, he was the head of strategic development for the firm, planning long-term growth strategy together with management board, working with multiple international carriers on strategic projects, and investing and executing the strategic projects for 4PX global.
