# Forging Relationships and Experiences Across Borders

Published 2020-11-05 · Updated 2026-07-23 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/forging-relationships-and-experiences-across-borders

> Cross-border commerce is heating up! Chinese consumers want unfettered access to authentic and unique brands and according to recent studies, 43% are confident about an economic recovery occurring next year. Joe Crawford is the U.S. president and co-founder of Avocado, a soon-to-be-launched digital platform and app that promises to unlock the opportunity. In this interview…

Cross-border commerce is heating up! Chinese consumers want unfettered access to authentic and unique brands and according to recent studies, 43% are confident about an economic recovery occurring next year. [Joe Crawford](https://www.linkedin.com/in/joseph-crawford-4a8142175/) is the U.S. president and co-founder of [Avocado](http://www.theavocadoapp.com), a soon-to-be-launched digital platform and app that promises to unlock the opportunity. In this interview episode, [Carol](https://spieckermanretail.com/) and Joe discuss how the Avocado app will remove hurdles to U.S. brands getting noticed, increasing engagement, and selling to Chinese consumers.

In this interview, you’ll learn:

- Why authenticity counts with Chinese consumers
- Which lifestyle categories are driving differentiation
- Why “West is best” approaches fall flat
- How to stand out as global online marketplaces proliferate

Guest contact information:

Joe Crawford email [joseph@theavocadoapp.com](mailto:joseph@theavocadoapp.com)

Website: [www.theavocadoapp.com](http://www.theavocadoapp.com)

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