A few days ago, the themed exchange meeting “China’s Cross-Border E-Commerce Development and New Opportunities for South-South Cooperation” was held at the Palais des Nations in Geneva, Switzerland.
The conference focused on the mature experience and practical cases of China’s cross-border e-commerce in the fields of model innovation, regulatory governance, tax collection and administration. About 100 people, including representatives from the United Nations and other international organizations, diplomatic envoys from many countries in Geneva, and representatives from relevant Chinese institutions and enterprises, conducted in-depth exchanges on topics such as cross-border e-commerce’s contribution to smooth trade and industrial upgrading in southern countries, and explored new models and new paths for cross-border e-commerce to empower South-South cooperation.
In recent years, many overseas good products have been selling well on Chinese e-commerce platforms, such as New Zealand Zespri kiwi fruit, Italian extra virgin olive oil, Ecuadorian white shrimp, etc. The rising transaction data has allowed overseas brands to see the huge potential of the Chinese market.
Through cross-border e-commerce, China has released consumer market dividends to the world and “invited” companies from all over the world.
In 2025, 2,415 new overseas brands will open their first stores on Tmall International. The number of first stores will achieve double-digit growth year-on-year. On average, more than 6 overseas brands will open their doors on Tmall International every day.
In July 2025, JD Global Shopping launched the “Ten Billion Thousand Products New Growth Plan” to provide one-stop services such as customs clearance, logistics, payment and compliance. In less than a year, it opened 140 online national pavilions and introduced a total of 1,500 new overseas brands.
Wang Yucheng, director of the international business group of JD.com, said: “We will introduce more overseas high-quality products to better meet the quality, diversification and personalized consumption needs of domestic consumers. They will not only ‘get in’, but also ‘sell well’, and promote the deep linkage between the global supply chain and the Chinese market.”
Cross-border e-commerce has also broadened the channels for Chinese companies to go overseas and helped Chinese brands “go global.”
From a scraping board, a thermos cup, and a teapot to large home appliances, functional furniture, and smart devices, Chinese products are selling well all over the world.
Many niche products have found large markets through cross-border e-commerce. For example, Chinese high-fidelity audio equipment is favored by overseas consumers.
The reporter learned from the AliExpress platform that during the recent promotional activities, the sales of the high-fidelity headset category increased 8 times compared with the daily level, and the sales of the MP3 category increased 6 times year-on-year.
Ma Chi, commercial director of the French region of Alibaba AliExpress Division, said: “In 2026, we will focus on ‘transplanting’ the mature digital business models and supply chain capabilities proven by the Chinese market to the European and global markets, bringing China’s ‘intelligent’ manufacturing and China’s ‘quality’ manufacturing to the world.”
Currently, there are more than 160,000 cross-border e-commerce companies in China, and the logistics network reaches more than 200 countries and regions around the world.
Wang Zhihua, Director of the Foreign Trade Department of the Ministry of Commerce of the People’s Republic of China, said that the rapid development of China’s cross-border e-commerce has benefited from three key factors: First, the government’s strong support, China has created 178 cross-border e-commerce comprehensive pilot zones to encourage institutional, regulatory and service innovation; second, the deep empowerment of digital technology, large-scale
The application of data, artificial intelligence and other technologies is accelerating, and it runs through the entire chain of product selection, marketing, payment, logistics, etc.; third, the industrial chain and supply chain are stable and resilient. China has the most complete industrial categories in the world. The intelligent and green manufacturing industry is developing at an accelerated pace, and it can provide all kinds of goods in a timely and stable manner.
Recently, Zhiou Home Technology Co., Ltd.’s self-owned brand home products are sold overseas through the “cross-border e-commerce + overseas warehouse” model.
Wang Tong, the company’s European business director, said: “These products are designed and produced by us independently and sell well on cross-border e-commerce platforms.” Since 2024, the company has built three self-operated warehouses in Duisburg, Germany, Coventry, UK, and other places, and has set up three-party front-end warehouses in France, Spain, and Italy to achieve multi-point nearby distribution.
By leasing properties on a long-term basis, hiring local employees, and paying taxes in accordance with the law, the company has increased investment in local warehousing networks in Europe and continues to support local economic development.
The supporting service system is simultaneously deployed overseas to empower the local ecology.
Yida Cloud Technology Holdings Co., Ltd. manages more than 60 overseas warehouses around the world. Relying on the digital intelligent supply chain platform, it has opened up more than 50 cross-border platforms and local logistics channels around the world, greatly improving response speed and contract fulfillment quality.
Cross-border payment service provider Lianlian Digital has obtained nearly 70 payment licenses and related business licenses around the world. Its services cover more than 100 countries and regions. It has established regional operation centers in emerging markets such as Southeast Asia and Latin America to help local merchants complete cross-border payments efficiently and compliantly.
“The development pattern of cross-border e-commerce shows a trend from ‘products going overseas’ to ‘brands going overseas’ to ‘local cooperation.’” Fan Fei, deputy director of Ebrun Think Tank, said, “According to research, more than 60% of Chinese cross-border e-commerce companies regard local service capabilities as their core competitiveness. Cross-border e-commerce
Through substantial investment and compliance operations, we are deeply integrating into the local economic ecology and becoming an important participant and contributor to local economic development.”
In the live broadcast room of Guangxi International Business Vocational and Technical College, Thai international student Zi Xinping fluently promoted ASEAN products to the audience in Chinese and Thai.
She said that she has learned professional knowledge such as cross-border operations, international logistics and artificial intelligence technology in the Guangxi system, and now she can communicate with Chinese netizens in more down-to-earth expressions.
Vietnamese student Ruan Xianliang founded his own cross-border e-commerce company in Nanning in 2025. Relying on Guangxi’s advantages as an ASEAN product distribution hub, Vietnamese coffee, fish sauce and other specialty products can quickly connect to major Chinese e-commerce platforms.
With the deepening of digital economic globalization, cross-border e-commerce has become an important path for developing countries to integrate into the global value chain and achieve inclusive development.
There are growing calls in the Global South to develop cross-border e-commerce and strengthen international cooperation.
Escipon Oliveira-Gomez, Director of the Country Programs Department of the United Nations International Trade Center, said that under the framework of South-South cooperation, China has helped more developing countries improve their capabilities and integrate into the global digital economic system through a series of measures such as policy support, infrastructure construction and talent training, and promoted the construction of a more fair, efficient and inclusive global cross-border e-commerce ecosystem for mutual benefit, win-win and common development.
In the past three years, China has held more than 100 foreign aid training sessions in the fields of e-commerce and digital economy, attracting more than 3,000 trainees from more than 100 countries and regions.
In the next five years, China plans to hold 200 digital economy and artificial intelligence training projects for countries in the global South to promote scientific and technological achievements and technology applications to better benefit developing countries.
China has helped Africa add and upgrade 150,000 kilometers of communication backbone networks, and helped Nepal open up the Himalayan cross-border optical cable network channel.
In the future, China will continue to support countries in the Global South in building information communications, smart warehousing and other infrastructure, promote the optimization and upgrading of cross-border logistics networks, and reduce digital trade access thresholds and operating costs.
Subedi, Permanent Representative of Nepal in Geneva, said that China’s progress in the field of e-commerce, especially in the construction of digital infrastructure, has provided important experience and opportunities for countries in the global South.
