The 2026 China (Guangzhou) Cross-border E-commerce Fair (hereinafter referred to as the “Cross-Border Fair”) is scheduled to be held at the Canton Fair Complex from June 16th to 18th.
The reporter learned that the number of e-commerce platforms participating in this cross-trade fair exceeded 50 for the first time.
The deputy general manager of China Foreign Trade Guangzhou Exhibition Co., Ltd. introduced that this year’s cross-trade fair, with the theme of “New Momentum for Foreign Trade, New Digital Future”, strives to create a full industry chain and full ecological foreign trade product selection, industry docking, transformation and upgrading platform.
The exhibition area exceeds 50,000 square meters, a year-on-year increase of 24.6%, and there are three core exhibition areas: cross-border e-commerce comprehensive pilot area, cross-border e-commerce platform and service provider, and cross-border e-commerce supply chain.
More than 50 cross-border e-commerce platform companies, nearly 40 industrial zones across the country, more than 200 cross-border e-commerce service providers and more than 1,000 high-quality supply chain companies will participate in the exhibition. It is expected that the professional audience will once again exceed 60,000.
This cross-trade fair has achieved great improvement compared with the previous one in terms of exhibition scale, number of booths, number of participating e-commerce platforms, quality of industrial belts and supply chain companies, and the number and level of professional forums. It presents the following four main highlights:
First, the participation of e-commerce platforms has reached a new high, linking to diversified overseas markets.
The number of e-commerce platforms participating in this cross-trade fair exceeded 50 for the first time, a year-on-year increase of 21.4%.
The area of Amazon SPN area exceeded 600 square meters for the first time, a year-on-year increase of 29%; Xiyin continued to invest heavily in participating in this cross-trade fair.
At the same time, more than 10 emerging market e-commerce platforms participated in the exhibition for the first time, achieving full coverage of global mainstream markets such as Europe, America, Southeast Asia, and Latin America.
Second, the “industrial belt + cross-border e-commerce” is once again deeply integrated to promote the optimized structure of foreign trade.
Nearly 40 characteristic industrial belts participated in the exhibition in the form of “Alliance Pavilion”, and 20 Guangdong high-quality industrial belts and characteristic industrial belts of multiple provincial and municipal comprehensive pilot zones were unveiled.
This cross-border trade fair will set up the “1688 Super Factory” zone for the first time, innovatively introducing the “factory direct supply + cross-border customization” model to solve the core pain points of “difficulty in finding goods and thin profits” for small and medium-sized enterprises in cross-border transactions.
Third, ecological services have been upgraded again to escort companies into blue oceans.
This cross-border trade fair attracted more than 200 cross-border e-commerce ecological chain service providers such as payment, logistics, overseas warehouses, marketing, and finance to participate in the exhibition, forming a one-stop overseas service package integrating “store opening-operation-logistics-compliance-risk control”, anchoring the two major directions of intelligent overseas warehouse solutions and compliance operation guidance, providing professional support for enterprises to reduce costs, increase efficiency, and risk prevention and control when going overseas.
The fourth is to expand the functions of “trend + actual combat” to empower enterprises to increase their strength.
During this cross-trade fair, more than 30 industry forums and online live broadcasts will be held, focusing on the three major themes of policy interpretation, e-commerce platform dynamics, and technological empowerment, to provide enterprises with cutting-edge practical strategies and cognitive upgrade channels.
At the meeting, the Amazon Global Store Asia-Pacific Innovation Center released the “White Paper on the Development Trends of China’s Export Cross-border E-commerce in 2026”, proposing that the structural opportunity of “AI-driven cross-border e-commerce globalization” has arrived, and conducted an in-depth analysis of the five major AI application trends, providing valuable reference and reference for sellers to quickly, deeply and systematically apply AI, and then use AI to accelerate the layout of the “next generation cross-border chain” – global sales from the first day, and build a global business layout from the first day.
Amazon China Vice President and Head of Amazon Global Store Asia Pacific Market and Business Development said: “AI is rewriting the growth logic of cross-border e-commerce, and ‘AI drives cross-border e-commerce globalization’ has become a new paradigm for going global. AI not only improves sellers’ product selection, content, and consumer insights.
The efficiency of inspection, marketing, compliance, customer service and other aspects has accelerated the pace of sellers from operating in a single country to a global layout, and has spawned innovations in data-based decision-making, global business opportunity detection, one-stop risk control and other fields.”
The relevant person in charge of Xiyin Group said that this cross-exchange Xiyin is “self-operated.
+ Platform” investment promotion team will join hands to appear, focusing on the “semi-managed” business under the self-operated model and the platform model, systematically dismantling the innovation of the “small order and quick turnaround” flexible supply chain model; and deeply analyzing how third-party sellers can achieve high-quality overseas sales through “merchant independence + platform empowerment”, relying on Xiyin’s global sales network, mature contract fulfillment logistics system and professional marketing experience.
A representative of the Yangjiang Hardware Knife and Scissors Industry Alliance said that four years of participating in the exhibition have allowed companies to successfully open up cross-border e-commerce channels and complete the transformation from traditional foreign trade to online overseas. The products have been exported to many overseas countries and regions, and they have gained a lot.
A representative of the Toy Creative Industry Alliance of Chenghai District, Shantou City also said that Chenghai has upgraded its exhibition model for this exhibition to comprehensively demonstrate the innovative vitality and comprehensive competitiveness of Chenghai toys.
