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 launching a series of webinars with practical guidance on China’s major e-commerce platforms. For the first event of the series, on 22 January, we invite European small and medium-sized enterprises to a session on how to sell products via TMall Global, the CBEC platform owned by e-commerce giant Alibaba.
This information session will present the main characteristics of TMall Global, 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 22 January (CST)
16:00–16:05
Opening Remarks
16:05–16:50
Keynote Presentation: Selling on TMall Global Lapo Tanzj, Co-CEO, Adiacent China
16:50–17:20
Q&A Session
17:20–17:30
Closing Remarks
Keynote Speaker
Lapo Tanzj
Co-CEO, Adiacent China
Specialising in development economics, international cooperation, and digital strategies, Lapo Tanzj has managed international cooperation and development projects in many countries. Since 2010, Lapo’s specific focus has been on business strategies in China, where he founded a digital company, now part of Adiacent – SESA Group (SES.MI), an Italian public digital transformation company with over 3.2bn EUR in revenue.
Lapo is committed to improving the performance of foreign brands in China through digital solutions, with a sustainable, human development vision.
