HKFEC Co-Organised SUCCESS Seminar on Cross-Border E-Commerce Opportunities for SMEs

Hong Kong, 29 January 2026 – The Hong Kong Federation of E-Commerce (HKFEC) successfully co-organised a seminar titled “Empowering SMEs in E-commerce: Unlocking Cross-Border Opportunities” in collaboration with the Support and Consultation Centre for SMEs (SUCCESS) of the Trade and Industry Department on 29 January 2026.​

Held at the Trade and Industry Tower in Kaitak, the seminar brought together industry experts from Airwallex and JD Logistics to share insights on how SMEs can leverage fintech solutions and advanced logistics services to expand their cross-border e-commerce operations.​

Embracing AI and Professional Solutions

In his opening remarks, HKFEC Chairman Joseph Yuen emphasized a key strategic shift for Hong Kong’s e-commerce sector. “Professional matters should be left to professionals,” Chairman Yuen stated, highlighting how AI technology is transforming payment and logistics from operational pain points into standardized services. He noted that when these functions are seamlessly integrated through professional service providers, SME sellers can finally focus on their core competitive advantages—product uniqueness, brand storytelling, and connecting emotionally with consumers.​

Chairman Yuen also shared compelling market data, noting that global e-commerce sales are projected to surge to USD 8.5 trillion in 2026, with online shoppers exceeding 2.86 billion worldwide. He emphasized that AI adoption among SMEs has dramatically increased from 14% to 39%, with expectations to surpass 55% in the coming year.​

The seminar featured three distinguished speakers:​

• Mr. Darren Fong, Director of Sales, SME & Growth at Airwallex Hong Kong, who addressed cross-border payment optimization

• Mr. Ma Wei, General Manager of JD Logistics Express Hong Kong & Macau, who explored logistics delivery solutions

• Ms. Wendy Wang, Director of JD Cross-border KA Team, who discussed e-commerce platform strategies

The speakers provided practical guidance on optimizing cross-border payments and logistics delivery, empowering SMEs to effectively expand into both local and international e-commerce markets.​

Building Brands Through Authentic Storytelling

Chairman Yuen concluded his remarks with a forward-looking perspective on e-commerce success: “The future does not belong to those who are best at technology, but to those who best use technology to build their brands”. He encouraged attendees to delegate payment and logistics operations to experts, freeing up energy to refine products, craft compelling brand stories, and embrace AI innovation.​

The seminar was part of the SME Service Centres’ Co-Organiser “4-in-1” Seminar Series, reflecting the government’s ongoing commitment to supporting Hong Kong’s small and medium enterprises in navigating digital transformation.​

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About HKFEC

The Hong Kong Federation of E-Commerce (HKFEC) is entering its 11th year of supporting Hong Kong’s e-commerce ecosystem. The organization has witnessed and facilitated the evolution of global e-commerce from its early stages to the current era of AI-driven digital transformation.