It was reported on June 11 that the 2026 China Cross-Border E-commerce Fair will be held grandly at the Canton Fair Complex from June 16 to 18.
More than 50 cross-border e-commerce platforms such as Xiyin, Temu, TikTok Shop, Alibaba International Station, and Amazon will participate in the exhibition, and more than 10 emerging market e-commerce platforms such as Hainagou, Wayfair, and Trendyol will also make their debut.
Li Dewei, deputy general manager of China Foreign Trade Guangzhou Exhibition Co., Ltd., revealed that this year’s exhibition area exceeded 50,000 square meters, an increase of 24.6% over the previous session.
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 number of professional visitors at the exhibition will once again exceed 60,000.
It is worth mentioning that last year, Guangzhou’s cross-border e-commerce import and export volume reached 210 billion yuan.
Guangdong is vigorously promoting the in-depth integration of industrial belts and cross-border e-commerce. This year, it will give priority to supporting 22 cross-border e-commerce plus industrial belt pilot enterprises such as Zhongshan Lighting, Jieyang Clothing, and Huizhou Women’s Shoes to participate in the exhibition, and promote the connection between industrial belt enterprises and cross-border e-commerce platform service providers, overseas warehouses and other resources.
The exhibition area of 22 industrial belts in Guangdong exceeds 2,900 square meters, and the “1688 Super Factory” area was also set up on site for the first time.
On the first day of the exhibition on June 16, a cross-border e-commerce exchange event for RCEP member states will be held. Representatives from the consulates general of RCEP member states in Guangzhou will attend. The Provincial Department of Commerce will also issue compliance guidelines for cross-border e-commerce in major overseas markets.
He Yongming, director of the Foreign Trade Development Department of the Guangzhou Municipal Bureau of Commerce, said that more than 50 companies in Guangzhou participated in this cross-trade fair, covering almost all featured industrial zones such as clothing, beauty, luggage, auto parts, and fashionable toys.
During the three-day exhibition period, a number of exchange activities will be held, focusing on the interpretation of Guangzhou’s cross-border e-commerce policies, corporate fiscal and tax compliance, international trade rules, industrial resource integration, etc.
Guangzhou currently has 30 cross-border e-commerce industrial parks, gathering tens of thousands of cross-border e-commerce sellers and business entities, and 120 overseas overseas warehouses, forming a complete cross-border e-commerce ecosystem.
In 2025, Guangzhou’s cross-border e-commerce import and export volume will reach 210 billion yuan, and it has been ranked first in the national cross-border e-commerce comprehensive evaluation organized by the Ministry of Commerce for three consecutive years.
Huang Yanxia, senior director of the Public Affairs Department of Xiyin Group, said that in the fertile industrial soil, Xiyin uses digital services as a link to help high-quality products from the national industrial belt reach consumers in more than 160 countries and regions around the world.
This is the third consecutive year that Xiyin has participated in the cross-trade fair. Its “self-operated + platform” investment promotion team will make a joint appearance, focusing on the semi-custodial business under the self-operated model and platform model, interpreting the self-operated business investment model and portrait needs, systematically dismantling the innovation of small orders, quick response and flexible supply chain models, and helping small and medium-sized enterprises to upgrade. The three-dimensional empowerment mechanism will also provide an in-depth analysis of third-party sellers relying on Xiyin’s global sales network, mature contract fulfillment logistics system and professional marketing experience to achieve high-quality overseas sales.
At the press conference of this cross-border trade fair, Amazon released the “2026 China Export Cross-border E-commerce Development Trend White Paper”, which focused on the impact of AI on cross-border e-commerce.
Data shows that 64% of Amazon Chinese sellers surveyed listed “consumer insight” and “product selection” as the areas they are most looking forward to AI empowerment.
By 2025, 98% of Amazon Chinese sellers surveyed will already use AI tools in their daily business.
Qiu Sheng, Vice President of Amazon China, introduced the two main paths for Chinese sellers to apply AI in cross-border business.
A group of newly established sellers have used AI as the underlying capability to structure their business from the first day the company was established, forming an “AI native” model, which is characterized by lighter organization and lighter operations, but faster growth.
Qiu Sheng believes that AI is essentially an inclusive technology that has no threshold requirements for users’ professional backgrounds. It provides a structural opportunity for cross-border e-commerce sellers, which can smooth out certain deficiencies in operational capabilities, help sellers quickly fill in the required capabilities, and allow sellers to focus on higher-value strategic issues.
Qiu Sheng did not respond directly to reporters’ questions about the new EU regulation that came into force on July 1 and imposes a tariff of 3 euros per item on e-commerce small parcels worth less than 150 euros.
