Across three days, the four halls buzzed with energy, featuring a diverse lineup of international exhibitors from Australia, France, Hong Kong, Nigeria, Pakistan, Poland, Taiwan, and the US alongside a strong domestic presence. Aisles were filled with buyers and e-commerce sellers engaged in in-depth negotiations, while live product demos drew crowds. With products spanning 14 major categories on display, the fair met a wide range of sourcing needs.
This edition also saw stronger visitor quality and growth in overseas buyers: international attendance increased by nearly six times, marking a substantial year on year surge and drawing more sourcing decision-makers around the world. Many visitors arrived with clear sourcing needs and purchasing power. Together, these factors strengthened the fair’s position as a comprehensive, high-value hub for the global cross-border e-commerce supply chain.
Capturing the peak-season sweet spot: ideal timing for the holiday rush
The fair gave buyers a crucial final window to lock in stock and partnerships ahead of the year-end sales surge. With global cross-border e-commerce continuing to expand, the autumn timing proved invaluable for suppliers, service providers, e-commerce platforms, and buyers alike.
Ms Karen Chen, Sales Manager at Yiwu Aishang Toys Co Ltd, saw strong demand from cross-border buyers: “Our products are squishy, trendy toys, and at CCBEC, our silicone and TPR squishies, bubble slime, and DIY educational toys have received a very positive response from cross-border clients. We’re targeting cross-border traders and direct-to-end-customer e-commerce sellers in Europe, Japan, Korea, Southeast Asia, and the US. Many of today’s visitors – especially Amazon sellers – fit our profile well. The fair also brings together major platforms, including Alibaba.com, TikTok Shop, and others from Australia and Southeast Asia, making it an ideal place to connect and learn about platform rules and traffic support policies.”
For cross-border sellers, the fair opened direct routes to manufacturers, helping them streamline procurement, control costs and secure stable supply. Mr Yunlong Hu, Secretary General of the Global Sellers Alliance, highlighted this advantage. Having attended CCBEC for three consecutive years, he said: “Most exhibitors here are source manufacturers. The fair’s scale meets e-commerce sellers’ sourcing needs, and its diverse product categories reflect overseas buyers’ demand. We can find suitable suppliers for the 3C and healthcare products we focus on right at CCBEC. We also engaged closely with manufacturers onsite, and based on our experience, the product quality, supply capacity, and pricing are highly competitive.”
Riding the trends: nine zones zero in on consumer demands
A standout feature of this edition was its sharp focus on high-demand verticals, mirroring the latest shifts in consumer behaviour, as well as regulatory requirements.
To meet surging demand across seasonal peaks and year-round categories, the fair introduced five new product zones:
- Christmas / Festival / Party Supplies Zone
- Equestrian and Horse Industry Zone
- Lighting Zone
- Silver Economy · Smart Wellness Zone
- Toys Zone
In addition, the newly launched Tax Compliance Advisory Zone addressed the growing complexity in cross-border customs and tariff regulations – helping sellers stay compliant and competitive in a tougher trade environment. Together with returning favourites such as the Cross-border E-commerce Logistics Zone, the POD (Print-on-Demand) Zone, and the Cross-border E-commerce Consumer Security Bestsellers Featured Zone, the expanded zone lineup created a powerful synergy throughout the full value chain.
This drew positive feedback from exhibitors within the zones. Mr Timothy Fehr, Chief Growth Officer of Happy Returns, shared: “Our company provides in-person returns for US online purchases – no box, no label, and instant refunds. We support many Chinese products selling into the US, and we exhibited at CCBEC for the first time this year because our Chinese merchant partners recommended it. As an exhibitor in the Cross-Border E-Commerce Logistics Zone, we found the zone effective for generating foot traffic and helpful for connecting logistics demand with service providers. We’re impressed by the fair’s scale and broad product lines – it’s a true one-stop platform for sourcing Chinese manufacturers.”
Driving conversations: fringe programme delivered business insights
Beyond the exhibition floor, CCBEC delivered substantial value through an extensive fringe programme featuring more than 100 fringe events and sessions, including keynote forums, in-depth seminars, and targeted business matching, networking events and more. From trend insights to hands-on experience sharing, these events empowered industry players to broaden perspectives and strengthen capabilities on multiple fronts.
The Shenzhen Cross-Border E-Commerce Development Forum was a clear highlight, covering four critical pillars: industry development, policies and regulations, marketing strategies, and the broader service ecosystem. Across 20 dedicated sessions with 116 topics, 120 industry leaders and experts took the stage to share strategies for navigating the rapidly evolving cross-border landscape.
The forum’s impact was echoed by Ms Jocelyn Ni, Marketing Manager at Jumia Global, who described how discussion translated into real business follow up: “I shared an overview of the African market, the opportunities our platform offers, and favourable policies in Central Asia during today’s session. The forum was already full when I went on as the first speaker. Most attendees had practical questions, and after the keynote many went straight to our booth for follow ups, while others contacted me directly. That shift – from listening to real business conversations – is where the concurrent forum adds the most value.”
The fair also held the annual CCBEC Awards, which recognise outstanding achievements in product innovation and service excellence. Winning products were showcased in a dedicated display area, giving them direct visibility with professional buyers and top sellers.
Click here to access more feedback from the show’s participants.
China (Shenzhen) Cross Border E-commerce Fair is co-organised by Messe Frankfurt (Shenzhen) Co Ltd, China Merchants Exhibition Management (Shenzhen) Co Ltd, Shenzhen OCT Exhibition & Convention Management Co Ltd and Beijing Talent International Exhibition Co Ltd. For more information, please visit www.ccbec-shenzhen.com.
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Press information and photographic material:
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Your contact:
Betty Fong
Phone: +852 2230 9281
betty.fong@hongkong.messefrankfurt.com
Messe Frankfurt (HK) Ltd
35/F China Resources Building
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Hong Kong
www.messefrankfurt.com.hk
Background information on Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,700* people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organises events around the world. Group sales in financial year 2025 were around € 766* million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent). For more information, please visit our website at: www.messefrankfurt.com
Background information on China Merchants Exhibition Management (Shenzhen) Co Ltd
China Merchants Exhibition Management (Shenzhen) Co Ltd is a professional exhibition consulting, construction, and operation management company under the China Merchants Shekou Industrial Zone. It is one of the few companies in the domestic exhibition industry that possesses comprehensive capabilities across the entire chain, including planning and design, development and construction, and operation management. The company is committed to providing comprehensive solutions for urban exhibition centers, creating a world-class platform for global communication and collaboration through top-notch design, construction, and operation.
Background information on Shenzhen OCT Exhibition & Convention Management Co Ltd
Shenzhen OCT Exhibition & Convention Management Co Ltd is a professional exhibition company under OCT Group Co Ltd. Relying on the resource advantages of OCT culture, tourism, real estate, electronic technology and related business investment sectors, it is committed to developing into a comprehensive exhibition group with exhibition venue operation, exhibition event organization, management consulting and related supporting services.
www.octexpo.com
Background information on Beijing Talent International Exhibition Co Ltd
Established in 1999, Beijing Talent International Exhibition Co Ltd was one of the earliest trade fair organisers in China to provide overseas exhibition services. The company is committed to providing high-quality exhibition services to foreign companies, and has maintained long-term cooperative relations with many world-renowned exhibition organisers over the past twenty years. Playing a leading role in foreign trade across a variety of industries, the company has established links with relevant industry institutions across the country. The company’s exhibitions are organised in more than 30 countries and regions with over 100 projects around the world.
www.talent-expo.com
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