China has released new guidance for its e-commerce sector aimed at aligning domestic growth with global markets following a recent visit by European Union lawmakers.
The guidance was jointly issued by the Ministry of Commerce together with a group of other bodies, including ministries overseeing industry, agriculture and tourism, as well as China’s cyberspace and market regulators.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
As reported by Reuters, it calls for an approach that weighs promotion against regulation and efficiency against fairness, while pushing further integration between digital activity and the wider economy.
The document also sets out plans to create pilot zones for cross-border e-commerce, develop related rules and standards, and back efforts by platforms to expand into overseas markets.
The policy update follows pressure from EU lawmakers, who have pointed to an increase in unsafe products entering the bloc and to limits on access to China’s market.
These issues were raised during the first visit by European parliamentarians to China in eight years.
Separately, the EU last month agreed to reform its customs system, including tougher enforcement measures that would mainly affect Chinese e-commerce platforms.
Under the changes, platforms could face fines over the sale of illegal or unsafe goods.
Although the guidance does not specifically mention Europe, China’s foreign ministry said the EU delegation’s trip could help the bloc better understand China and contribute to steadier bilateral relations.
“We will encourage e-commerce enterprises to establish direct procurement bases overseas, expand imports of high-quality and distinctive products and create an e-commerce ‘express lane’ for global goods to enter the Chinese market,” the statement cited by the news agency said.
The visit is seen as a cautious step towards re-engagement following strains linked to trade imbalances, Beijing’s relationship with Russia after the Ukraine war, and disputes involving rare-earth export controls.
