A rendering of the Google Cross-Border E-commerce Accelerator Center. [Photo/Tide News]

A new Google Cross-Border E-commerce Accelerator Center will open in Hangzhou's Shangcheng district, marking another major step in the city's efforts to support Chinese brands going global.

Announced on June 1, the center will be located in Hualian UDC Tower in Qianjiang New City and is expected to begin operations in the third quarter of 2026.

The accelerator will focus on helping exporters build and operate independent e-commerce websites, enabling businesses to develop their own global brands rather than relying solely on third-party marketplaces.

Google chose Hangzhou for its strong cross-border e-commerce ecosystem, complete supply chains, advanced digital services, logistics networks, and talent pool.

Shangcheng district has emerged as one of Hangzhou's leading gateways for global business services. In 2025, the district's exports surpassed 60 billion yuan ($8.5 billion) for the first time, reaching 60.7 billion yuan, up 31.1 percent year-on-year. Cross-border e-commerce exports surged nearly 539 percent to 7.09 billion yuan.

Local officials said the new center will combine Google's global digital marketing expertise with Hangzhou's growing demand for brand internationalization, helping more Chinese companies move from product exports to brand exports.

A bird's-eye view of Hangzhou. [Photo/Tide News]