The 2026 China (Guangzhou) Cross-Border E-Commerce Fair (CCEF) opened on June 16 in Guangzhou, capital of Guangdong Province, bringing together the entire cross-border e-commerce industrial ecosystem for global participants.
The fair is one of China's most reputable events in the industry. Participants can connect with partners covering every link of cross-border e-commerce trade under one roof.
Overseas buyers gain direct, middleman-free access to cost-effective and diversified Chinese manufacturing sources through over 1,000 supply chain enterprises at the fair.
Small and medium-sized enterprises (SMEs) can connect with logistics, compliance agencies, and more to streamline their entry into domestic and overseas markets, with over 200 service providers on site. Manufacturers connect with over 50 global platform operators, including Amazon, TikTok Shop, and OZON, to expand their businesses overseas.
Cross-border e-commerce is widely regarded as a new trade form that can benefit customers in various ways. Armenian merchant Danny said he found "the right products" in the CCEF and a precious chance to cooperate directly with original manufacturers.
"Many goods unavailable in our home countries can be sourced directly through cross-border e-commerce and expos like this, allowing foreign buyers to liaise with manufacturers without intermediate links and substantially simplify global procurement," he said. He added that the fair's participants, spanning the entire industry, offered one-stop trading support that traditional trade can hardly provide.
Cutting out redundant trading links also means lower trading costs and fewer geographical trading barriers, enabling multilateral trade at a faster pace than traditional trade.
This year, a dedicated Regional Comprehensive Economic Partnership (RCEP) exhibition area debuted at CCEF.
The exhibition area showcases featured cultures, preferential cross-border trade policies, and competitive industrial strengths of RCEP members. It has built a bridge for overseas merchants to tap into China's huge market and cooperate directly with buyers and distributors based in Guangdong.
Andalusia Tribuana Tungga Dewi, Acting Consul General of the Republic of Indonesia in Guangzhou, described cross-border e-commerce as the next growth driver of bilateral trade between Indonesia and China.
"Bilateral trade volume between Indonesia and China hit nearly 170 billion dollars in 2025, yet massive untapped cooperation potential still exists between the two nations."
She stressed that cross-border e-commerce serves as a strategic channel for Indonesian small and medium-sized enterprises to gain easier access to China's consumer market, as some Indonesian specialties are now widely available on Chinese e-commerce platforms.
"With e-commerce platforms, we can save time and money and overcome distance. We do hope that more SMEs' products from Indonesia can enter the Chinese market through one of this kind of platform including the CCEF," she said.
Speaking at the RCEP exhibition area, Farhana Kamaruddin, Trade Consul of the Consulate General of Malaysia in Guangzhou, noted that Malaysian coffee, snacks, condiments, and other products are well-received on Chinese cross-border e-commerce platforms.
In her view, cross-border e-commerce has greatly lowered trade barriers, especially for Malaysian companies looking to enter the Chinese market.
"Many companies do not have to set up a physical store in China. But via online channels, they can also reach the huge Chinese market, an important advantage for Malaysian companies," she said. She shared her own experience as an online shopper who can choose from a wide range of goods within minutes and enjoy speedy delivery.
Reporter | Huang Xinyi
Photo | China (Guangzhou) Cross-Border E-Commerce Fair official
