Online shopping

Online shopping festival bolsters China-Africa trade relations


The 4th Brand and Quality Online Shopping Festival and African Quality Products Online Shopping Festival, organized by China’s Ministry of Commerce, concluded on Thursday. The event showcased various e-commerce interactions, allowing Chinese customers to enjoy high-quality products from 23 African countries.

The two-week shopping festival for African products in China has attracted more than 100,000 brands from more than one million merchants, bringing together 300 e-commerce platforms from both sides. This is an example of how cross-border e-commerce has played a crucial role in boosting consumption and promoting import-export trade.

“We have collaborated with several e-commerce platforms to launch more than 100 live streaming activities online. So far, the total sales are nearly $3 million,” said Zhang Dan, director of e-commerce department of Hunan Gaoqiao Grand Market.

Central China’s Hunan Province actively engaged many local digital trade professionals and African partners in live streaming, marketing, digital transactions and supply chain operations during the festival shopping.

The province is home to four cross-border e-commerce pilot zones and six digital business pilot cities. Data suggests that in 2021, cross-border e-commerce in Hunan grew 89% year on year, ranking fifth in China and even exceeding the national average.

Boukete Grace is a student based in Changsha City. He joined the shopping festival this year as a livestreamer.

Boukete Grace is a professional livestreamer. /CGTN

Boukete Grace is a professional livestreamer. /CGTN

“Now the internet or e-commerce is booming, and we also need this opportunity. Because in Africa, sometimes we have so many products, but we don’t have so many people who know the products. In China, through live streaming, a lot of people know about the products, so we can introduce them to a lot of people. I think it’s very important not only for China, but also for the African economy,” said he told CGTN.

Yi Yi, head of the import department of local e-commerce company KiliMall, said his platform launched a short video event for this shopping festival. “In Africa, we are working with online influencers and customers to invite them to recommend African products. And we have collaborated with offline stores to promote the event. Tens of thousands of fans in Africa have joined our activity “, she added.