China has issued new guidance for its e-commerce sector this week, seeking to balance domestic growth with international regulatory alignment following pressure from European Union lawmakers over product safety and market access.

According to Reuters, the directive was released on 6 April by multiple government ministries, including commerce and industry regulators, just days after an EU parliamentary delegation visited Beijing for the first time in eight years. During the visit, European lawmakers raised concerns about unsafe and counterfeit goods entering the bloc and longstanding barriers for foreign firms in China’s domestic market.

Reuters reported that the guidance calls for stronger coordination between development and regulation, with a focus on integrating the digital and real economies. Authorities said the policy aims to balance efficiency with fairness while encouraging technological innovation and improved oversight of online platforms.

The new framework places particular emphasis on cross-border e-commerce. It proposes the creation of pilot zones to test regulatory standards and support overseas expansion, alongside measures to establish procurement bases abroad and increase imports of higher-quality goods.

In a statement cited by Reuters, Chinese authorities said they would “encourage e-commerce enterprises to establish direct procurement bases overseas” and create an “express lane” for global goods entering the domestic market. The move is intended to address criticism that China’s e-commerce model is heavily export-driven.

The policy follows recent EU reforms targeting online marketplaces, including a customs overhaul that could impose multi-million-euro fines on platforms selling illegal or unsafe products to European consumers. The changes form part of a broader effort in Brussels to tighten oversight of cross-border digital trade.

Chen Bo, senior research fellow at the National University of Singapore, told Reuters that the guidance represents a limited but constructive response. “This policy actually shows the Chinese commitment to promote its e-commerce in the world,” he said, adding that European concerns reflect those of other developed economies.

China’s foreign ministry described the EU visit as an opportunity to improve mutual understanding and support stable ties, though tensions persist over trade imbalances, geopolitical differences and export controls on critical materials.

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