In a glass-walled studio, two hosts are enthusiastically showcasing automotive models to the camera, speaking in English about their products. On the other end of the line, online overseas buyers are inquiring about crucial details such as “battery life,” “price,” and “0 to 100 km/h acceleration time.” The scene then transitions to real-time footage of electric vehicles and automotive factories at the exhibition, where the hosts respond to the buyers’ interests live.
The 136th China Import and Export Fair, also known as the Canton Fair, is currently taking place in Guangzhou. Highlighting this event’s trade services, the cross-border e-commerce showcase has attracted major companies like Amazon and Alibaba International, providing participating businesses with streamlined trading services.
“Live streaming from the exhibition greatly increases brand visibility and exposure,” shared Cheng Mo, General Manager of Shenzhen Hope Technology Co., Ltd. He noted that over 90% of their orders come from cross-border e-commerce platforms, primarily catering to Europe and the Americas. The company has prepared its latest bestsellers and innovative products for demonstration in both the exhibition’s booth and the shared international livestreaming studio, likening it to a global press conference.
“We have sent experienced sales personnel to host the livestream in the shared studio, showcasing advanced agricultural machinery, including GPS-enabled unmanned tractors and orchard machinery,” said Cao Lu, General Manager of New Dao Yuan (Shandong) Digital Technology Co., Ltd. He believes that the outlook for exporting agricultural machinery is promising. “Commercial land overseas, large estates, small farms, and personal yards all require agricultural machinery. Leveraging cross-border e-commerce platforms can accelerate market entry and rapidly establish distribution networks overseas.”
This year marks Amazon Global Selling’s debut at the Canton Fair, where they offer comprehensive guidance and services ranging from store registration to supply chain management, supporting businesses in their transformation and upgrades.
According to Qiu Sheng, Vice President of Amazon China and Head of Market Development for Amazon Global Selling in the Asia-Pacific, Chinese enterprises venturing into cross-border e-commerce are diversifying. “Sellers from cities within the Guangdong-Hong Kong-Macau Greater Bay Area, the Yangtze River Delta, and North China are increasingly turning to Amazon for cross-border opportunities,” he explained. Qiu highlighted the potential of unique industrial hubs, such as wig production in Xuchang, tin cabinets in Luoyang, women’s pants in Zhengzhou, and textiles in Wuhan, showcasing their significant overseas prospects.
A report released by Wanlihui in collaboration with Deloitte projects that small and micro enterprises account for over 90% of the cross-border e-commerce sector, making them the primary players in digital trade exports. However, this also indicates a highly competitive landscape where businesses face numerous challenges in seeking stable growth.
Xie Shijun, Partner-in-Charge of Deloitte China’s Technology Sector, noted that an increasing number of cross-border e-commerce firms are establishing themselves in emerging economies, such as those in the ASEAN region, boosting local e-commerce development. Platforms like Alibaba’s AliExpress, Lazada, and TikTok Shop are becoming major trading platforms in emerging markets across the Asia-Pacific, offering diverse services to help sellers expand their reach internationally. Looking ahead, more platforms and sellers are expected to enter the cross-border e-commerce arena.