(8 October 2026) The Hong Kong Federation of E-Commerce (HKFEC), alongside regional partner associations, has officially launched merchant recruitment for the GBA ASEAN E-Commerce Carnival 2026. Designed specifically for Greater Bay Area (GBA) brand owners, manufacturers, and export producers, the initiative aims to simplify cross-border expansion by eliminating the traditional cost barriers, approval delays, and logistical complexities associated with entering Southeast Asian markets.
Scheduled to capture peak retail demand from Q4 2026 through Q1 2027, the campaign aligns with major shopping events such as 11.11, the 12.12 Grand Sale, and the Lunar New Year shopping rush. Participating sellers will bypass individual store approval processes by launching under unified Official GBA Dedicated Storefront Pages across top regional platforms like Shopee, Lazada, and TikTok Shop. Additionally, the program offers a robust omnichannel approach, combining native live-streaming commerce, localized short-video viral campaigns, and physical sample showcases at the Kuala Lumpur Convention Centre (KLCC) Expo equipped with instant QR-code purchasing.
Backed by institutional heavyweights including the Guangdong E-Commerce Association, the Macau Live Streaming Association, and regional trade bodies in Thailand and Malaysia, the program provides turnkey fulfillment infrastructure through established warehousing centers. Due to strict category quotas and operational reviews, merchant slots are limited. Interested enterprises can submit their applications and review the prospectus through the official HKFEC platform.
Source: Hong Kong Federation of E-Commerce (HKFEC) – GBA ASEAN E-Commerce Carnival 2026 Merchant Recruitment