Artificial intelligence is reshaping cross-border e-commerce in east China's Zhejiang Province, enhancing product competitiveness, streamlining manufacturing and transforming marketing.

Merach, a Zhejiang-based smart fitness brand, has developed an AI assistant that offers personalized training plans and automatically adjusts equipment resistance. Powered by intelligent motion algorithms and AR technology, its products have become top sellers on cross-border e-commerce platforms and are exported to over 50 countries and regions.

Zhejiang cross-border e-commerce sellers display products for overseas markets. (Photo: Provided by the interviewee)

AI is also helping original equipment manufacturers upgrade. Huang Qiangshuai, manager of Zhejiang Shuaishuai Technologies Co., Ltd., has established an AI system to prioritize production schedules across its contract manufacturing, design-and-manufacturing services and own-brand operations.

"With the fluctuating delivery dates and diverse demands of cross-border e-commerce orders, AI serves as the optimal balancer," he said.

Small businesses are using AI to lower marketing barriers. Hangzhou entrepreneur Tai Guyue applies AI tools for media outreach, planning and data analysis. "AI can turn some intermediate steps into one‑click solutions," she said.

A survey by Amazon showed more than 98% of Chinese sellers use AI tools in store operations, with 16% deploying AI workflows or agents for automated multitasking. Zhejiang is also promoting AI courses at universities and developing provincial‑level cross‑border e‑commerce parks to sustain growth.

Zhejiang is also promoting AI-related courses at universities and developing provincial-level cross-border e-commerce industrial parks to sustain the sector's growth.