Consumers worldwide riding cross-border e-commerce wave

If you are living abroad, don't be surprised if one day you see your neighbor ride past you on a convenient electric three-wheeler. Most likely, he or she purchased this quirky sanbengzi — as it is called in Chinaon an online platform. Thanks to cross-border e-commerce platforms, what was once a common sight in China's alleyways is now a hit on some foreign streets. Many overseas shoppers are now buying many things — be it Christmas presents or entire vehicles — from China.

Many smart buyers abroad have already joined millions of buyers who are swarming Chinese online stores during this year's "618" online shopping carnival that culminates on June 18. What began as a domestic sales event has evolved into a global shopping phenomenon, kicking off in mid-May. This mid-year extravaganza showcases not only China's powerful e-commerce capabilities but also its evolving foreign trade model.

Chinese e-commerce apps are now among the most downloaded and favored apps in many countries, while social media platforms there are flooded with viral posts flaunting must-buy lists. This year's "618" shopping festival could not have come at a more opportune moment. According to the General Administration of Customs, China's foreign trade has maintained steady growth despite a complex global environment. The first five months of 2025 saw foreign trade reach 17.94 trillion yuan ($2.49 trillion).

The momentum reflects a deeper transition: from relying purely on volume and low-cost exports toward a more flexible, specialized and innovation-driven model. The"618" shopping festival perfectly illustrates this transformation. Beyond the steep discounts, cross-border platforms such as AliExpress, Temu and TikTok Shop are deploying AI-powered logistics, hyper-personalized marketing algorithms and seamless digital payment systems to connect Chinese manufacturers directly with overseas consumers. For example, Taobao extended its free shipping coverage to 12 countries and regions this year.

The success of the"618" shopping festival is supported by a comprehensive ecosystem that includes upgraded manufacturing, green energy transitions, targeted policies for small and medium-sized enterprises, and expanded financial support for exporters.

More importantly, the structure of exports is shifting toward higher-value-added products, as borne out by a notable increase in shipments of electric vehicles, lithium batteries and solar cells. These sectors align perfectly with China's dual-carbon goals and its ambitions to lead the global green transition. So while cheap T-shirts and home appliances are still selling, they now share container space with EV charging stations and photovoltaic modules.

Of course, challenges remain. Geopolitical tensions, rising trade protectionism and a sluggish global recovery all pose real risks. But Chinese factories and their foreign buyers are responding not with confrontation, but with adaptation. In previous years, May and June used to be the off season for the foreign trade industry. However, the recent 90-day tariff-reduction window between China and the United States has triggered a surge in procurement demand from US businesses, transforming the once off season into a booming overseas version of the "618" shopping festival.

This year's "618" has therefore become a symbol of strategic transformation in foreign trade. It represents China's confidence in its economic fundamentals, the ingenuity of its entrepreneurs, and the agility of its supply chains. And if the carnival is anything to go by, the world is clicking back.