Cross-border e-commerce has gradually become one of the important drivers of China’s international trade. Over the past decade, it has offered businesses a new path to reach consumers and has also supported the transformation of traditional trade models. To explore this model, China began establishing pilot zones for cross-border e-commerce in 2015. Since then, the number of these zones has expanded significantly, now covering more than one hundred and sixty areas across the country.

As this sector developed, practical questions began to appear regarding how cross-border retail imports should be managed. Regulatory authorities have responded by clarifying how certain situations should be handled, helping businesses and consumers better understand the rules that apply to cross-border online purchases.

The following questions summarize several common situations that appear in practice and explain how existing policies are generally interpreted in China’s cross-border e-commerce environment.

Q1: If merchants purchase imported products through cross-border platforms and then resell them domestically, how is this treated?

Cross-border retail imports are designed primarily for individual consumer purchases. Products bought through these channels are generally considered goods for personal use rather than items intended for commercial redistribution. Because of this principle, reselling such products through domestic retail channels is typically NOT allow.

For certain categories of food products that are subject to stricter supervision, additional regulatory rules apply. These products may require registration, approved product formulas, and compliant labeling when entering the Chinese market through standard import channels. When goods purchased through cross-border retail are resold domestically without meeting those requirements, they may be subject to enforcement actions under food safety regulations.

Q2: Is it acceptable for imported products purchased through cross-border platforms to arrive without Chinese labels?

Products purchased directly from overseas through cross-border e-commerce do not always include printed Chinese labels on the physical packaging. In many cases, the required information is provided in digital form. Consumers are usually able to view product details, instructions, and translated labeling through the online product page before completing a purchase.

At the same time, online platforms and sellers are expected to clearly inform consumers about the nature of cross-border purchases. This often includes visible notices explaining that the product is sourced from overseas and may follow different regulatory standards compared with domestically distributed goods. Consumers typically confirm this information before placing an order.

Q3: Can dietary supplements imported through cross-border retail be promoted as health products in China?

Products sold through cross-border retail channels are generally treated as personal goods purchased by individual consumers. Because of this classification, they are not automatically recognized as regulated health food products within China’s domestic regulatory framework.

As a result, these products usually cannot promote health functions in the same way that officially registered health foods can. Advertising rules also place restrictions on how such products may be marketed. Promotional materials should avoid statements that guarantee specific effects, imply medical treatment benefits, or suggest that the product is essential for maintaining health.

In addition, marketing content should not compare these products with medicines or other regulated health products, and endorsements or testimonials must follow the limitations set by advertising regulations. In many cases, a standard notice stating that the product cannot replace medicines is also required in promotional materials.