China is now the world’s largest and most dynamic e-commerce market. Rapid digitalisation, sophisticated consumers and powerful online platforms have reshaped how products are discovered and bought. For European SMEs, cross-border e-commerce (CBEC) can offer a practical route into the Chinese market, enabling direct sales to consumers without establishing a full local presence.
CBEC can offer a lower risk and cost-effective entry point, particularly for European products valued for their quality, safety and reliability. But success does not come easy. Understanding China’s digital ecosystem, consumer behaviour, platform rules and regulatory requirements are key elements of successfully managing an e-store.
This in-person training session in Lisbon will provide SMEs with a clear, structured overview of how to sell to China through cross-border e-commerce. Drawing on practical experience and real-world case studies, experts will explain the CBEC model, key platforms, compliance issues and go-to-market strategies, helping businesses make informed decisions about entering China’s online market.
This workshop is open, free of charge, to all small and medium-sized enterprises and other stakeholders from EU Member States and countries participating in the Single Market Programme. Registration is required for this event.
Agenda
Tuesday 17 March (Lisbon Time)
9:00–9:30
Welcome and registration of participants at the venue
9:30–9:40
Opening remarks Vitor Costa, Head of North Delegation & Media Affairs, CCILC
9:40–9:45
Introduction to the EU SME Centre Sérgio Ferreira Alves, Manager, Sociedade Portuguesa de Inovação (SPI)
9:45–10:15
Understanding China’s CBEC Landscape Carlos Caballero, Partner, 2 Open China E-commerce
10:15–11:00
Go-to-Market Strategies for CBEC Carlos Caballero, Partner, 2 Open China E-commerce
11:00–11:15
Coffee break
11:15–12:00
Traffic, Marketing & Conversion in CBEC Carlos Caballero, Partner, 2 Open China E-commerce
12:00–12:25
Case Studies & Practical Examples Carlos Caballero, Partner, 2 Open China E-commerce
12:25–12:45
Q&A and closing remarks
Keynote speaker
Carlos Caballero
Partner, 2 Open China E-Commerce
Carlos Caballero is a Partner at 2 Open China E-commerce, with more than 15 years of experience in e-commerce and digital marketing. He has worked extensively with European SMEs and mid-sized brands entering the Chinese market through cross-border and domestic e-commerce.
Before joining 2 Open, Carlos worked in Germany and the UK on international e-commerce and digital growth projects. He regularly speaks at chambers of commerce, institutional events and webinars, focusing on practical, results-oriented and strategic approaches to China e-commerce.
