2024 China (Xiamen) International Cross-Border E-commerce Expo Review
The 2024 China (Xiamen) International Cross-Border E-commerce Expo (ICEIE) was initiated by the CCPIT Xiamen and approved by the China Council for the Promotion of International Trade. It stands as the only national-level professional exhibition focused on cross-border e-commerce jointly organized by the China Chamber of International Commerce (CCOIC) and the local trade promotion system (represented by Xiamen International Chamber of Commerce).
Adhering to the theme "Cross-Border Connectivity, Goods to the World," the Expo featured specialized zones including Cross-Border Product Selection, Cross-Border Platforms & Integrated Service Providers, and Cross-Border Import (International Zone). The exhibition spanned over 50,000 square meters with more than 1,200 booths and hosted over 30 industry exchange events. Nearly 50 leading cross-border e-commerce platforms, such as Amazon Global Selling, Alibaba International Station, and AliExpress, gathered at ICEIE. The event recorded a total footfall of 68,709 visits and generated intended order value reaching RMB 4.01 billion.
The Expo demonstrated cross-border e-commerce's role in empowering industrial transformation and upgrading, highlighting the strengths of superior industrial clusters and fostering deeper inter-industry connections. The Cross-Border Product Selection zone featured renowned products from 31 provinces, municipalities, and autonomous regions across China. From Guangdong's electronics and appliances to Inner Mongolia's cashmere products, from Yiwu's small commodities to Yongchun incense, Shishi apparel, Jinjiang footwear and garments, and Xiamen's bathroom hardware – spanning sports goods, power tools, rattan and iron crafts, furniture, general merchandise, and outdoor supplies – the event successfully showcased high-quality cross-border products from across China and beyond under one roof.
ICEIE's platform effect garnered significant industry attention. Amazon Global Selling, a long-term strategic partner, launched its "Amazon Global Selling Industrial Cluster Accelerator" project during the Expo, which was featured in a CCTV News special report titled "China's Economy's 'Power of Innovation' Builds New Chains; 'Made in China' Attracts Global Platforms." The first Google Cross-Border E-commerce Acceleration Center officially announced its establishment in Xiamen during this year's ICEIE, aiming to address pain points for independent站 sellers including difficult startups, talent recruitment challenges, and operational hurdles in global expansion. The launch of the 2024 Alibaba International Station "Super Supplier" E-Commerce Guru Competition and the AliExpress Cross-Border E-commerce Guru Competition Season 2 also took place at ICEIE. The Expo has solidified its position as a premier platform for the debut of cross-border business initiatives.
Embassies and business institutions in China from numerous countries including Japan, South Korea, Thailand, France, Uganda, Mexico, Austria, and Zambia organized displays of local specialty products in the ICEIE import commodity exhibition area. Fortune Global 500 company and key central state-owned enterprise, China General Technology Group BRICS Company, collaborated with the Xiamen BRICS Office to host the "BRICS+Belt and Road" Cross-Border E-commerce Cooperation and Exchange Conference. Simultaneously, the inaugural International Geographical Indication Products (Xiamen) Trade Fair was held alongside ICEIE. This first-ever collaborative showcase of cross-border e-commerce and geographical indication products helped facilitate the internationalization and global expansion of GI products. It represented a novel exploration into how cross-border e-commerce can empower new industrial development and marked another innovative initiative by Xiamen to leverage new cross-border dynamics in assisting enterprise transformation into new sectors and expanding cross-border cooperation.
