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 on JD Worldwide: A Practical Guide for European SMEs Jacob Cooke, Co-Founder & CEO, WPIC Marketing + Technologies
16:50–17:10
Q&A session
17:10–17:15
Closing remarks
Keynote speaker
Jacob Cooke
Co-Founder and CEO, WPIC Marketing + Technologies
Jacob Cooke is the Co-Founder and CEO of WPIC Marketing + Technologies, a leading e-commerce and technology consultancy that drives growth for global brands in China, Japan, and Southeast Asia.
As CEO, Jacob is the driving force behind WPIC’s world-class data tools, e-commerce services, and artificial intelligence technology. Under his leadership, the firm has built out an expansive solution set covering data analytics, e-commerce activations and store management, brand strategy, creative campaigns, merchandising, warehousing, 3PL integrations, and more.
Jacob has lived in Beijing since 2003 and is a regular contributor to Bloomberg on e-commerce, retail, and technology trends in China. He is a member of the MIT Sloan School of Management and holds an Advanced Certificate in Engineering from MIT’s Computer Science & Artificial Intelligence Laboratory.
