- Center to focus on independent-site development and global digital marketing support
- Hangzhou strengthens pivot from platform exports to global brand building
Google is looking to open a cross-border e-commerce acceleration center in Hangzhou, marking another step in the company’s efforts to support Chinese firms shifting from platform-based sales to building standalone brands, Chinese media reported.
The center, part of Google’s overseas support initiatives in China, will be located at the Hualian UDC Times Building in Qianjiang New Town, Shangcheng District.
It is expected to begin operations in the third quarter of 2026, jointly backed by Hangzhou’s commerce authorities and the Shangcheng district government.
From exports to brand-led growth
The facility will integrate Google’s global digital marketing resources and provide end-to-end services for cross-border sellers, including overseas independent-site development and operations, international brand building, and digital technology support.
It will also run structured training programs to help firms strengthen capabilities in operating standalone sites, alongside an ecosystem platform hosting industry seminars and networking sessions to connect logistics, payments and website-building service providers.
A complete supply chain
“Hangzhou is China’s first cross-border e-commerce pilot zone, with a complete supply chain ecosystem, leading platforms, technology service providers, logistics systems and digital talent,” said Chen Jian, head of the city’s cross-border e-commerce pilot zone office at the Hangzhou Municipal Bureau of Commerce.
He added the city is now transitioning from “platform exports” toward “brand exports and independent-site exports.
Against this backdrop, the Google center would help fill gaps in independent-site operations, digital marketing and global brand incubation, Chen explained.
The reason for choosing Hangzhou
The decision to base the center in Shangcheng reflects the region’s rapid export growth.
In 2025, its goods trade exports surpassed 60.7 billion yuan ($8.97 billion), up 31.1% year-on-year and the fastest growth rate in the city, maintaining expansion above 30% for 12 consecutive months.
Cross-border e-commerce exports surged 538.97% to 7.09 billion yuan.
“We saw a natural alignment,” said Wang Lu, deputy director of the Shangcheng Data Bureau. “The goal is the same: helping more Chinese companies move from product exports to brand exports, and building an export acceleration hub for Chinese brands.”
