More than half of global online shoppers now buy from overseas retailers, according to a recent study – a clear sign that cross-border shopping has become a mainstream habit.
For businesses, this means a surge in the number of potential customers but reaching them requires the right platforms, partners and strategies.
Recognising this shift, in 2025 the Hong Kong Trade Development Council (HKTDC) launched E-Commerce Express to help SMEs establish an online retail presence and scale up their current business.
With 100 activities rolled out in 2025-26, the programme offers a wealth of practical opportunities and ideas across four main areas – a flagship annual conference, an online promotional campaign, dedicated zones at exhibitions, and a seminar and study tour programme highlighting industry trends and strategies.
Flagship events
One of Asia’s largest forums dedicated to the marketing side of online retail is the eTailing Pulse forum held every March. The conference brings together international practitioners, marketers, agencies and e-commerce experts to explore the latest intelligence and best practices, participate in practical workshops and network with experts from Hong Kong and across the world. Together with the MarketingPulse conference, the 2026 edition attracted over 1,700 industry professionals from 22 countries and regions, including esteemed speakers from such online heavyweights as TikTok Shop, Amazon and Southeast Asian online marketplace Lazada, owned by Alibaba.
In a recent HKTDC Research survey of Hong Kong e-commerce businesses, around a quarter have their sights set on the Chinese Mainland as their top target market. To help SMEs tap into this vast online marketplace, every August the HKTDC holds the Hong Kong Shopping Festival – a month-long series of online promotions on mainland shopping websites showcasing Hong Kong brands and products, while driving sales through live demonstrations, limited-time discounts and exclusive giveaways. The 2025 edition recorded over 100 million online impressions, with participating companies reporting notable increases in traffic and sales.
Networking and training
Beyond dedicated events, the HKTDC has introduced e-commerce elements across its more than 40 anchor conferences and trade exhibitions each year. In April this year, we debuted the IP and e-Commerce Support Services Zone at our Hong Kong International Licensing Show (HKILS). Multiple workshops covering practical topics, such as setting up online shops, e-commerce marketing and livestreaming were organised in collaboration with the E-Commerce Association of Hong Kong, the Hong Kong E-Commerce Supply Chain Association and the Hong Kong Federation of E-Commerce.
Eleven companies and service providers exhibited in the zone, including Digitify Online Growth, PaymentAsia, Hongkong Post and a range of e-commerce platforms, KOLs, marketing and PR firms.
Among the exhibitors was Digitify Online Growth. Founded in 2023, the company provides digital marketing and e-commerce management services for SMEs and is particularly strong in cross-border solutions as an official partner of Canada-based platform Shopify.
Company representative Kay Leung noted the zone was well-timed, as businesses across different sectors actively explore new growth avenues. “This zone serves as an essential foundation for SMEs, raising awareness of how to effectively leverage e-commerce as a springboard to promote their brands and sell their IP products to the global market,” she said.
Furthermore, the HKTDC organises more than 30 training sessions throughout the year, covering key topics such as online enquiry conversion, influencer marketing, and strategies on entering individual markets. Many industry-specific workshops are timed to help SMEs maximise opportunities at major trade fairs such as the Toys & Games Fair, while tailored briefings are organised for participants in the Hong Kong Shopping Festival ahead of the event.
Complementing these are sessions sharing insights gathered by the HKTDC Research team into topics such as online shopping preferences. Occasional study tours are also arranged for SMEs interested in gaining a behind-the-scenes look at major online platforms, such as Alibaba and Meituan. As an example, a tour to Shenzhen in 2025 proved decisive in giving Hong Kong SME China Tea & Herbalworld the confidence to enter the mainland market and set up an office in Shenzhen.
As cross-border online retail continues to expand and competition intensifies, the ability to adapt quickly and deploy the right tools will be critical. By connecting businesses with platforms, partners and practical know-how, the HKTDC is helping Hong Kong enterprises strengthen their competitiveness and capture opportunities in the global digital marketplace.