Cross-border e-commerce imports and exports in Guangzhou surged to RMB 90 billion (≈$12.5B USD) in the first half of 2025, with non-US markets skyrocketing to 81% of total trade – up from under 70% a year earlier, according to the latest release from Guangzhou's Commerce Bureau.
This dramatic shift underscores the city's strategic pivot toward emerging economies. Targeted matchmaking efforts and streamlined customs are key factors contributing to these remarkable achievements.
Matchmaking efforts make Guangzhou a magnet for global platforms
In the past year, Guangzhou has organized matchmaking events that connect local businesses with 25 leading cross-border e-commerce giants, including South Korean platform Coupang and Russia's Ozon Global, with an emphasis on markets in the Middle East, Southeast Asia, Latin America, and Eastern Europe.
Coupang's Guangzhou specialized activity kicked off in April.
Government-led "E-commerce + Industrial Belt" initiatives, featuring targeted matchmaking based on industry clusters in different areas of the city, exemplify this matchmaking drive. The city holds 15 annual events across eight industrial belts each year.
Since March, 11 specialized sessions have connected traditional manufacturers, covering cosmetics in Baiyun District and leather goods in Huadu District, with digital export channels.
These events have also improved efficiency for businesses going global by equipping them with real-time tariff intelligence, logistics solutions, and platform operation skills. For example, China's major e-commerce platform Alibaba held an International "AI Breakthrough" summit this year in the city. The event demonstrated tangible cost savings for SMEs through AI-powered product selection and precision marketing tools. "This fusion of local solutions and global resources creates unique pathways to international markets," noted an industry representative.
Alibaba's "AI Breakthrough" summit is part of the "E-commerce + Industrial Belt" initiatives.
"Previously, global expansion felt like crossing a river blindfolded. Now, top platforms guide us step-by-step," shared the CEO of Bilvsi Biotechnology after one of the matchmaking events, echoing sentiments from 5,000+ participating firms.
Customs Innovation Unlocks Speed
A groundbreaking "dual pre-clearance" system at Guangzhou Baiyun Airport's bonded zone – integrating civil aviation security and customs checks – has dramatically accelerated exports. This model contributed to over RMB 10B ($1.4B) in additional foreign trade volume in H1.
Chinese products waiting for transportation.
Supported by 24/7 customs task forces and expanded air routes (10 new passenger + 9 cargo lines), shipments now reach global consumers at unprecedented speeds. "Robust infrastructure and proactive government support enable stability amid global volatility," emphasized a SHEIN executive, referencing the fast-fashion giant's ￥10B+ investment in Guangzhou-centered smart supply chains across Guangdong.
Reporter | Huang Xinyi
Photo | Guangzhou's Commerce Bureau
Editor | Hu Nan, James, Shen He
