The first such zone opened in Malaysia in 2017, to facilitate e-commerce trade between that country and China. Logistics firms are also trying to make cross-border shipments more efficient. Another approach that has been taken by the largest companies is to set up what they call "fulfilment centres". Making use of big data analytics, they can anticipate demand for particular products, export them in the traditional way, import them and keep them in warehouses of the importing country. This way, they can very quickly ship products directly to consumers. One recent variation of this model is keeping the products in free zones and importing the small shipments after each order.