E-Commerce Series: Selling to China on WeChat

Cross-border e-commerce can allow European SMEs to introduce their products faster to the Chinese market, with lower costs, and potentially to sell products otherwise not allowed for import via general trade, such as certain F&B categories that require government protocols. Furthermore, goods imported into China via CBEC enjoy preferential tax rates.

In 2026, the EU SME Centre and the Italian Chamber of Commerce in China are organising a series of webinars with practical guidance on China’s major e-commerce platforms. For the third episode of the series, on 12 March, we invite European small and medium-sized enterprises to a session on how to sell products via WeChat, China’s ubiquitous app and digital ecosystem.

This information session will present the main characteristics of WeChat for e-commerce, with an expert guide on how to actually create and run an e-store on the platform. The keynote presentation will be followed by a Q&A session.

This free event will be held in English. It is open to all interested SMEs from EU Member States and countries participating in the Single Market Programme.

Agenda

Keynote speaker

Rixin Jiang

CEO, Nordic Friend

Rixin Jiang is CEO and Co-founder of Nordic Friend, a China-focused digital marketing agency operating in both Europe and China. He has extensive experience working with European and global clients from various industries, helping them develop localised brand strategies, marketing solutions, and media relations in the Chinese market, including but not limited to government, tourism, education, retail, food, aviation, and B2B industry companies. Rixin holds MA and BA degrees from the Journalism School of Renmin University of China and has spent years living and working in Stockholm and Helsinki.