The article discusses the introduction of financial innovation of Chinese multinational companies in the Russian e-Commerce market (it is Alipay payment system by Alibaba Group case study). It is claimed that this process is multilevel. Initially, a Chinese multinational company creates financial technology by copying the practices of similar American digital technologies. Next, new consumption culture of this financial technology is formed, which is represented as mass culture. And then its implementation occurs due to the integration with large state-owned banks that have a developed financial infrastructure. The development of Russian-Chinese cooperation in the field of digital economy takes place within the framework of geocultural dialogue, which includes not only the issues of cross-border trade, but also the modernization of the financial system and the search for socio-cultural grounds for inclusion in the process of creating a value chain.