Short Video-Sharing App Kuaishou Sets Management Standards for Cross-Border E-Commerce on Platform

The e-commerce wing of Chinese short video sharing platform Kuaishou announced on December 17 that the company has newly formulated an “Imported E-Commerce Management Code,” which will take effect on December 25, 2021. The new rules are applicable to merchants, livestream salespersons and other stakeholders who provide sales of imported goods on the platform.

According to the announcement, a Kuaishou Import Store refers to a virtual shopping site with a unique digital code and specific brand name. Merchants need to receive approval from Kuaishou’s import e-commerce platform to register an individual store.

In order to be enlisted, merchants must possess a registered commercial entity either overseas or in Hong Kong, Macao and Taiwan, along with foreign retail or trade qualifications. A domestic agent or agents and a corporate bank account in the above-mentioned regions are also necessary.

Kuaishou gives priority to recruiting brands from Hong Kong, Macao and Taiwan, as well as further afield, including well-known brands that have not entered the Chinese market before, and e-commerce teams with experience in cross-border e-commerce operations.

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It is worth noting that at this stage, only merchants who have received a formal invitation from Kuaishou can be enlisted in the e-commerce platform. The rules also provide detailed provisions on the rights and interests, marketing promotion requirements, commodity requirements, tariff standards and other aspects of participation.