On June 16, 2026, the launching ceremony of the 2026 China (Guangdong)-RCEP Member States Cross-border E-commerce Exchange Event and the China (Guangzhou) Cross-Border E-commerce Trade Fair was held grandly in Guangzhou.
This year’s China (Guangzhou) Cross-border E-commerce Fair (hereinafter referred to as the “Cross-Border Fair”), with the theme of “New Momentum for Foreign Trade·New Digital Future”, has joined hands with 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 supply chain companies to gather in Pazhou to present a full industry chain cross-border e-commerce industry event of over 50,000 square meters.
The exhibition will last for three days, and more than 30 forums, live broadcasts and precision procurement matchmaking sessions will be held during the same period, providing enterprises with cutting-edge practical strategies and cognitive upgrade channels, and comprehensively improving their overseas capabilities.
It is understood that the scale of cross-border e-commerce import and export in Guangdong Province has jumped from 11.3 billion yuan in 2015 to 623 billion yuan in 2025, expanding 55 times in 10 years, with an average annual growth of 49.3%, accounting for more than 1/3 of the country, and ranking first in the country in scale.
This exhibition gathers global platform resources. Head platforms such as Amazon, Temu, Xiyin, and TikTok Shop are all present. More than 10 emerging market platforms such as Hainago and Wayfair are participating in the exhibition for the first time. The business territory covers Europe, America, Southeast Asia, Latin America and other regions.
The Trendyol platform, which participated in the exhibition for the first time, covers Türkiye, the Middle East and North Africa, and displayed a bright sign of “recruiting merchants from the Middle East” at this cross-trade fair.
Wang Zhehui, commercial director of Yibang (Shenzhen) International Logistics Co., Ltd., said: “Recently, we have noticed that logistics to the Middle East is picking up. Previously, the Strait of Hormuz was blocked, but shipping companies can transfer at ports such as Fujairah Port
Detours to ensure the transportation of high-value goods.
Although logistics timeliness and costs have increased significantly, the Middle East still relies heavily on China-made supply chains.
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AI empowerment is a hot topic at this cross-border trade fair, and many industry practitioners are optimistic about the changes that technology will bring to cross-border e-commerce.
Yang Yi, head of Alibaba’s AliExpress brand overseas marketing, said in an interview: “AI may be one of the most important trends in the cross-border e-commerce industry in the next ten years. Cross-border e-commerce faces high operating costs and labor costs, and overseas talent acquisition is also a major challenge for Chinese companies. Through AI and platform empowerment, the costs of all aspects of e-commerce operations can be significantly reduced.” He gave an example: “In the past, a leading cross-border enterprise could only operate 7-7 at most.
8 major countries.
We have accumulated past workflows through AI and can quickly replicate them in more countries, thereby reducing costs.”
Based on the industry’s high attention to AI applications, this cross-trade fair will set up an “AI Day” on June 17, which will focus on sharing AI tool applications, intelligent product selection, digital operations, etc., to provide practical reference for overseas companies.
Yao Lin, deputy director of the Department of Commerce, pointed out that Guangdong is focusing on the “five-foreign linkage” combination of foreign trade, foreign investment, outsourcing, foreign economics, and foreign intelligence, actively expanding cross-border e-commerce cooperation with countries around the world, especially RCEP member states, and solidly promoting high-level opening up to the outside world and achieving positive results.
Guangdong will make greater efforts to support the development of cross-border e-commerce and bring more development opportunities to global cross-border e-commerce companies.
Currently, Guangdong is giving full play to its advantages as a major foreign trade, manufacturing, and innovation province, accelerating the development of the “cross-border e-commerce + industrial belt” model, and continues to work hard to improve quality, strengthen brands, and extend the industrial chain. It strives to cultivate more trillion-yuan export industry clusters and create more “Cantonese” brands that are well-known and widely spread, providing a more solid industrial foundation for the development of cross-border e-commerce.
A major feature of this cross-trade fair is that more than 20 provinces (autonomous regions and municipalities) across the country have organized regional characteristic industrial belts to appear in the form of “Alliance Pavilions”. Local advantageous industries such as Chaozhou sanitary ware, Zhongshan lighting, and Yangjiang hardware knives and scissors will participate in the exhibition together.
Chen Xiachong, marketing director of Guangdong Beike Intelligent Kitchen and Bathroom Co., Ltd., as a representative of exhibitors in the Chaozhou Industrial Belt, was deeply touched by this: “This is our second time participating in the exhibition. Exhibiting in the Chaozhou Pavilion also reflects the local government’s support for local enterprises. We have also connected with many high-quality customers through the exhibition. The customers who come to the cross-trade fair are very precise.”
Talking about the key points of sanitary ware products going overseas.
Focusing on competitiveness, he said: “There is no shortage of products on the market now. If you want to open overseas markets, you must first have excellent quality and provide good services. We have complete export certifications and insist on independent research and development of differentiated products to provide more choices for cross-border partners.”
Relying on the docking bridge built by the cross-border trade fair, many source factories are also actively seeking new breakthroughs in overseas markets.
Zhuhai Zhengtu Printing Supplies Co., Ltd. is one of them. The company has officially launched cross-border e-commerce since 2020.
Fang Yuchan, the company’s sales manager, said: “At present, our cross-border business is mainly in the United States, and we are gradually exploring the European market. The company’s annual sales are almost 80 million yuan. As a source factory, we hope to use the exhibition to reach more buyers. At the same time, we also want to participate in on-site high-quality forums to explore more new overseas opportunities.”
At present, the cross-border e-commerce industry is bidding farewell to the traditional low-price competition model, and branding, compliance, and intelligent transformation have become inevitable trends.
This cross-trade fair connects platforms, industrial belts, service providers and physical enterprises, which not only smoothes the channels for production and sales docking, but also points out the direction of industry upgrading.
As industrial belts in various regions continue to develop and AI technology is implemented in depth, China’s cross-border e-commerce will continue to breed new momentum and achieve higher-quality development on the global trade stage.
