Digital Intelligence Drives E-commerce Evolution
The 5th China New E-commerce Conference kicked off on July 27 in Yanji City, Jilin Province. Hosted by the China Federation of Internet Societies (CFIS) and co-organized by the China International Electronic Commerce Center along with other partners, the event centered around the theme “A New Era of Digital Intelligence, A New Value for E-commerce.” The event drew hundreds of e-commerce professionals to discuss technological innovation, integrated development, cross-border e-commerce, and social responsibility.
Technology Enhances User Experience
Wei Xin, Chairman of Jilin Mantianxin Technology Co., Ltd., highlighted the role of artificial intelligence in e-commerce. “AI tools like digital advisors enable intelligent marketing, multilingual customer service, and efficient buyer-seller matching,” he said, noting that AI helps generate over 2,000 client leads monthly.
JD.com employs AI hosts for 24/7 livestreaming, with systems that automatically analyze business data and generate quotes, improving efficiency and reducing costs for e-commerce professionals.
The conference highlighted the importance of user-focused innovation. Zhang Liang, Executive General Manager of China Railway Premium—a new brand that uses live streaming to sell time-sensitive products delivered via high-speed trains—remarked, “After years of rapid growth, the e-commerce sector must now prioritize faster delivery, fresher goods, and higher quality.” To meet these rising expectations, China Railway has enhanced its cold chain logistics and reduced delivery time for fresh produce and regional specialties.
Emerging models such as platform livestreaming, community e-commerce, social e-commerce, and private e-commerce have lowered entry barriers, enabling individuals to access broader markets. Tang Weiwei, Senior Vice President of the social app Xiaohongshu, revealed that users have posted over 80 million comments requesting product links on shopping platforms, with more than 90% of this content created by everyday users.
Boosting Industries and Global Trade
In Hunchun, a small city in the northeastern China, cross-border trade with Russia is expanding. YTO Express is addressing logistical challenges in cross-border e-commerce, while more businesses sell their products online. In 2024, China’s cross-border e-commerce imports and exports surged to 2.63 trillion yuan ($362 billion), marking a 10.8% year-on-year increase and representing 6% of the country’s total foreign trade. This robust growth reflects a vibrant global trade environment fueled by dynamic market activity.
E-commerce is transforming traditional industries by bringing offline commerce online. At the conference’s supply chain showcase, Zheng Yao, representative of Zhejiang China Small Commodity City Group Co., Ltd., highlighted the company’s “Chinagoods” platform—a digital hub for international trade that supports more than 75,000 businesses with a wide range of digital services.
The conference launched the Hosts Empowering Communities Initiative, enabling top livestreamers to promote rural revitalization through selling products and campaigning for public welfare projects.
New e-commerce models are opening up exciting job opportunities for young people. In Jilin Province, college graduates can take advantage of e-commerce training programs designed to equip them with in-demand skills. Meanwhile, Alibaba.com is teaming up with universities to offer cross-border e-commerce courses, helping students dive into global markets. On top of that, over 9.45 million young users are exploring career paths through Xianyu, a vibrant consumer-to-consumer platform for second-hand goods. These trends show how e-commerce is becoming a major force in driving employment and sparking entrepreneurial ventures.
Fostering a Regulated Industry Ecosystem
Since 2024, the Comprehensive Cyberspace Governance Bureau of the Cyberspace Administration of China (CAC) has guided CFIS in advancing the Rising Livestream Stars Program. By June 2025, three batches totaling 747 premium livestremers or streaming teams had been certified.
At the conference, CFIS announced a fourth batch of 417 premium livestreamers, including “Xu Duo, the New Farmer,” “Jiang Xiaolu of National Style,” and “Teacher Xiaoyan’s Table Tennis Classroom,” recognized for contributing to the industry’s sustainable development.
Rapid e-commerce growth has brought challenges, including false advertising, data-driven price discrimination, intense competition, and rising online promotion fees. Li Yunfeng, Deputy Director of CAC’s Comprehensive Cyberspace Governance Bureau, said, “We’ve established a multi-layered policy framework to support sustainable e-commerce development.”
Wang Dandan, Deputy Director of the Department of Online Transaction Supervision and Management under the State Administration for Market Regulation (SMAR), noted that this year SMAR is accelerating the establishment of new regulations, such as the Measures for the Supervision and Administration of Online Trading and the Measures for the Supervision and Management of Live Commerce to ensure a stable and transparent regulatory environment.
The conference underscored e-commerce’s role in driving China’s economic growth, with industry leaders optimistic about its potential to foster innovation and global competitiveness.