Cross-border e-commerce (CBEC) enables European SMEs to sell directly to Chinese consumers through dedicated platforms. Currently, the “Positive List” of goods allowed to be imported into China via CBEC comprises 1476 products, mostly consumer goods, including food and beverage products. With CBEC, imported goods are cleared by customs without the need for pre-market access product filing, registration or certification – mandatory steps for general trade for most product categories.
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 China-Italy Chamber of Commerce are organising a series of webinars with practical guidance on China’s major e-commerce platforms. For the second event of the series, on 12 February, we invite European small and medium-sized enterprises to a session on how to sell products via JD Worldwide, the CBEC platform owned by e-commerce giant JD.com.
This information session will present the main characteristics of JD Worldwide, 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
Thursday 12 February (CST)
16:00–16:05
Opening remarks
16:05–16:50
Selling to China via JD Worldwide: A Practical Guide for European SMEs Zarina Kanji, Marketing Director for UK & Europe, WPIC Marketing + Technologies
16:50–17:10
Q&A session
17:10–17:15
Closing remarks
Keynote speaker
Zarina Kanji
Managing Director for UK & Europe, WPIC Marketing + Technologies
Zarina Kanji is the Managing Director for UK & Europe at WPIC Marketing + Technologies, where she is responsible for helping British and European brands reach Asian consumers by capitalising on growing opportunities in markets including China, South Korea, Japan, and Southeast Asia.
Before her role at WPIC, Zarina served as Head of Business Development and Marketing for Tmall Global at Alibaba Group UK & Nordics, where she played a pivotal role in enabling international brands to successfully enter and thrive in the Chinese market. As Vice President of Global Fashion and Sport Brand Partnerships at Lazada Group in Southeast Asia, Zarina led transformative initiatives that expanded market share for global brands across key categories, including health and wellness, beauty, fashion, and food and beverage.
Zarina’s career began as a fashion buyer for esteemed brands such as Ralph Lauren, Jaeger, and House of Fraser, where she honed her skills across Europe and the Middle East. With a Bachelor’s degree in Fashion Marketing and Communications from Nottingham Trent University, Zarina’s academic foundation complements her extensive hands-on experience. Her career trajectory has seen her live and work in global hubs like London, Dubai, and Singapore, giving her a unique, multicultural perspective that informs her strategic leadership at WPIC.
Zarina’s global vision and industry acumen are instrumental in driving WPIC’s European expansion, positioning the company as a leader in the intersection of digital marketing, e-commerce, and international brand growth.
