Guangdong Province announced a series of ambitious goals to accelerate cross-border e-commerce growth during the 2025 China (Guangzhou) Cross-Border E-Commerce Fair (CCEF), held in conjunction with the RCEP Members Cross-Border E-Commerce Cooperation Conference, running from August 15 to 17.

Among the goals, Guangdong calls for a dedicated campaign to help businesses explore new international markets by partnering with major global e-commerce platforms to connect Chinese suppliers with overseas demand.  

Special emphasis was placed on collaboration with RCEP member countries, with consular representatives from Australia, South Korea, Cambodia, Indonesia, Laos, Malaysia, the Philippines, Thailand, and Vietnam attending the event. Over 500 industry leaders, including executives from global e-commerce giants, participated in discussions on expanding regional trade opportunities.  

A Landmark Event for Global E-Commerce

Focusing on fostering new trade momentum and a digital future, this year's CCEF stands as China's largest and most influential cross-border e-commerce gathering. 

The event brought together over 1,000 suppliers, 42 leading e-commerce platforms—including Amazon, SHEIN, and OZON—and more than 200 service providers specializing in logistics, payments, and digital solutions. 

A total of 900 exhibitors from 23 Chinese provinces showcased their products, with 594 hailing from Guangdong alone. Eighteen of Guangdong's top industrial clusters, from Guangzhou's beauty products to Zhongshan's lighting fixtures, were featured in dedicated exhibition zones. Attendees also had access to more than 30 forums and workshops, covering topics ranging from policy updates to AI-driven trade solutions and compliance best practices.  

Major Announcements from Industry Leaders

CCEF's opening days saw significant releases from global players. Amazon Global Selling presented its white paper for 2025 cross-border e-commerce trends, offering data-driven insights into emerging markets. 

SHEIN shared case studies on successful collaborations between e-commerce platforms and manufacturing clusters. A Cross-Border E-Commerce Market Entry Guide was also released as a practical resource for businesses exploring overseas expansion.  

In a collective push for sustainable growth, industry leaders—including the Guangdong Provincial Internet Merchants Association, Amazon Global Selling, SHEIN, Alibaba, and China's Manufacturing Network—issued a joint "Five-Point Initiative for Compliant Global Expansion." The pledge emphasizes regulatory adherence, shared infrastructure, intellectual property protection, consumer rights, and deeper international cooperation.  

A Decade of Explosive Growth

According to the release on the CCEF, Guangdong's cross-border e-commerce trade has skyrocketed from RMB 11.3 billion in 2015 to RMB 745.4 billion in 2024, a staggering 66-fold increase that now represents over one-third of China's total. With this new strategic push, the province aims to further consolidate its role as a gateway for global digital trade.