France's e-commerce 'national pavilion' to boost China business ties

France has become the first European Union country to launch a "national pavilion" on Chinese social media and e-commerce platform Douyin, marking a new step in cooperation in cross-border e-commerce and digital trade.

The launch event was organized by Business France, the trade and investment arm of the French Embassy in China.

Pascal Gondrand, director of Business France China, and Lin Shenghong, deputy director of the Industrial Cooperation Department of the China Chamber of International Commerce, addressed the launch in Beijing on September 11.

Around 100 representatives of French brands, e-commerce companies, content creators and media organizations attended the event.

China-EU trade rose 10.2% year-on-year in the first half of 2026, while cross-border e-commerce continued to expand, connecting European consumers with China's vast range of light industrial products.

New gateway for French brands Officially backed digital "national pavilions" are emerging as a new way for overseas brands to build consumer trust, improve market visibility and gain access to China's large online retail market.

Gondrand said the French pavilion would provide a new channel for French brands to enter the Chinese market, particularly small- and medium-sized companies seeking to reach Chinese consumers directly through livestreaming and e-commerce.

Lin said the launch reflects efforts to expand China-France economic and trade cooperation from traditional offline channels into digital commerce.

He added that the China Chamber of International Commerce would continue to connect businesses and institutions from both sides and help facilitate cooperation.

Li Wenguo, deputy chief representative of the China Council for the Promotion of International Trade's representative office in France, also addressed the event via video, highlighting cross-border livestreaming and e-commerce's role in supporting two-way trade between China and France.

Broader push for China-France digital trade The launch is part of broader efforts to strengthen e-commerce links between China and France.

In June, the sixth China-Europe (France) Cross-Border E-commerce Forum was held in Paris, bringing together more than 50 government and industry representatives, over 50 Chinese buyers, more than 100 European brands and around 300 cross-border e-commerce service providers from China and Europe.

Participants represented sectors including cross-border payments, smart logistics, information technology, brand expansion, public relations, exhibitions, import and export trade, legal and tax services, and media.

A French livestreaming e-commerce festival is also set to open in Paris later this year, providing another platform for Chinese and French companies to explore new forms of digital trade cooperation.