China's cross-border e-commerce trade scale has grown more than tenfold over the past five years, with the number of e-commerce related companies now exceeding 120,000[1]. Entering 2026, the industry's growth momentum remains robust – in the first quarter of the year, cross-border e-commerce imports and exports reached approximately RMB 618.5 billion (USD 92.8 billion), of which exports accounted for around RMB 473.6 billion (USD 71 billion)[2]. As a key driver of China's foreign trade, the cross-border e-commerce industry continues to expand despite increasing homogeneous competition[3], and is accelerating its shift from growing in scale to improving in quality[4]. As such, CCBEC serves as a one-stop business platform that brings together prominent suppliers, service providers, e-commerce platforms, buyers, and industry experts. It effectively links supply and demand by matching key resources with the right connections, helping improve efficiency and strengthen business connections across the sector.
Top players converge: several benchmark companies to debut at the show
As cross-border e-commerce steps into a new era of high-quality development, CCBEC has become far more than just a trade fair – it is now a vital platform where leading suppliers discover new paths to global markets and reinvent their global edge. As of early June, over 80% of the booths have already been booked, with many leading brands already confirmed to attend, including AliExpress, Amazon Global Selling, Daraz, DHGATE, eBay, eMAG, Falabella, Fruugo, Jumia, Kilimall, Lazada, ManoMano, Mercado Libre, Rakuten, ROZETKA, SHEIN, Shopee, Taobao, TikTokShop, Wildberries, Yandex Market; as well as renowned logistics companies such as Allstar, Anmei Group, Ansu, Feiniao, FOREST SHIPPING, Profit Fields, SAINIAO, VERY, Weida and Yunshang Express.
Also worth noting is this year's debut exhibitor lineup, which spans multiple niche categories. Key first-time exhibitors include: Langfang Aibike Furniture Co Ltd, which will showcase new bar stool, dining table, and coffee table collections that blend modern aesthetics with practical functionality, and Henglin Home Furnishings Co Ltd, a leading domestic company known for healthy seating such as office chairs, massage chairs, and integrated office solutions that combine smart technology with ergonomic design. Established industry players will also be in attendance, including Zhejiang Oulun Electric Co Ltd, a well-known brand specialising in dehumidifiers, and Kingwillow, a leading name in willow weaving. The growing diversity of product categories represented by new exhibitors once again underscores CCBEC's strength as a full-spectrum sourcing hub, while highlighting its close alignment with the evolving needs of manufacturers in emerging sectors such as furniture and broader industry trends.
Targeting peak season demand: five new product zones set to launch
To capture the surge in global sourcing demand during the second half of the year – driven by Black Friday, Cyber Monday, and the holiday season – this edition of CCBEC is expanding beyond its 14 core product categories with five brand new specialised zones, including the Christmas / Festival / Party Supplies Zone, Equestrian Zone, Lighting Zone, Silver Economy·Smart Wellness Zone, and Toys Zone. These zones will showcase a wide array of in-demand products, such as plastic storage bins, balloons, Halloween costumes, party decorations, horse trading and equestrian gear, rider apparel, horse care products, fireplace lamps, heaters, solar lights, flashlights, street and headlamps, portable lanterns, senior smartphones, electric wheelchairs, mobility aids, portable health devices, senior media players, Bluetooth speakers, die-cast toys, plush toys, car decor, festive light strings, building blocks, tableware, and silicone molds.
Alongside the returning Consumer Security Products Zone and Cross-Border E-Commerce Logistics Zone, CCBEC will deliver a seamless one-stop sourcing experience to buyers – from discovering product inspiration to placing orders directly with the manufacturers. This expansion deepens the exhibition's vertical product matrix and proves again that CCBEC stays close to global trends and buyer needs.
CCBEC strengthens Greater Bay Area industry ties with year-round events
The fair is committed to creating opportunities beyond its three-day onsite showcase, extending business connections throughout the year and staying actively engaged on the ground with key industry clusters.
For example, CCBEC organisers visited the local pan-3C (computer, communications, and consumer electronics) industry clusters in Zhongshan and Shunde in May, where they hosted a series of business networking events. These sessions brought together over 60 domestic and international cross-border e-commerce platform sellers. Through government-industry discussions, company roadshows, factory visits, and supply-demand discussions, the initiative successfully bridged the gap between manufacturers and cross-border sellers. Looking ahead to September, the participants plan to further deepen business exchanges, launch dedicated tour routes, and establish specialised zones for these industry hubs at CCBEC. This will help facilitate deeper integration of industrial resources and generate new business opportunities for the autumn show, benefiting both the fair and the regional industry clusters.
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, Beijing Talent International Exhibition Co Ltd. For more information, please visit www.ccbec-shenzhen.com.
[1] ‘Shenzhen's E-commerce Transaction Volume Exceeds RMB One Trillion in 2025’, January 2026, Shenzhen Government Online, https://www.sz.gov.cn/cn/xxgk/zfxxgj/zwdt/content/post_12606241.html (Retrieved: June 2026)
[2] ‘The Ministry of Commerce introduced the development of the Chinese e-commerce sector from January to April 2026’, May 2026, Ministry of Commerce of PRC, https://www.mofcom.gov.cn/xwfb/sjfzrfb/art/2026/art_a7fb8a17adc045c6beb5dccac4b2f3a8.html (Retrieved: June 2026)
[3] ‘Rethinking cross-border e-commerce development in light of the current trade landscape’, August 2025, CCPIT, https://www.eccpit.com/news/Y21zcG86MTQxODM (Retrieved: June 2026)
[4] ‘New opportunities are emerging for cross-border e-commerce’, February 2026, CIECC, https://ciecc.ec.com.cn/zxdt/zhdt/2026/2/b87bc22a4a35462fba1d45c14fa25966399.html (Retrieved: June 2026)
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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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