China's cross-border e-commerce retailers can now return exported goods through any customs port nationwide, rather than shipping them back to the original departure point, a policy change that analysts say will slash logistics costs, speed up refunds and boost the competitiveness of Chinese sellers in global markets.

Effective since April 1, the new policy allows businesses to choose the most cost-effective and efficient port for handling returns based on their logistical needs and business layouts, said the General Administration of Customs.

Under the new policy, a Shenzhen, Guangdong province-based company that exported goods to Europe through an eastern Chinese port can now bring returned merchandise back through any customs gateway nationwide — including those in northern or southern China, with available clearance capacity and cargo space.

Unlike traditional trade, cross-border e-commerce retail exports face higher return rates due to size mismatches, description discrepancies or changing consumer preferences, said Zhu Keli, founding director of the China Institute of New Economy.

Previously, the "return to the original export port" rule forced companies to ship returned goods across long distances, often at high cost and with significant delays."This not only increased logistics and warehousing expenses, but also tied up capital and hurt the shopping experience for overseas consumers," Zhu said.

The administration first piloted the cross-customs return policy in December 2024 across 20 major customs districts including Beijing, Tianjin and Shanghai, as well as Guangzhou and Shenzhen in Guangdong.

The year-long trial validated the feasibility of the approach and built operational experience, clearing the path for a nationwide rollout, the administration said.

On the first day of the new policy, Hangzhou airport customs processed a shipment of returned apparel and daily necessities from Europe. The goods had originally been exported through Shanghai and Shenzhen ports last December.

"The new model allows us to select the optimal return port based on real-time logistics conditions," said Xu Shilin, manager at AliExpress, the cross-border platform handling the return. "This will significantly shorten return cycles, cut reverse logistics costs and accelerate capital turnover, ultimately enhancing the competitiveness of our sellers."

To ensure the policy benefits reach businesses, customs authorities at Hangzhou Xiaoshan International Airport have prepared detailed guidance on return declarations, documentation and re-export procedures. Leveraging the airport's 24/7 customs clearance and digital supervision tools, officials aim to expedite inspection and release activities.

"We guide companies on standardized declarations, establish a full-chain traceability system and improve risk assessment mechanisms," said Shi Xinghua, a customs official at the airport. "Going forward, multiple batches of cross-customs returns will be processed here on a regular basis each month."

The nationwide implementation of cross-customs returns is about more than simplifying customs procedures. It makes China's cross-border e-commerce export ecosystem more robust and enhances the resilience of industrial and supply chains, said Zhou Mi, a senior researcher at the Chinese Academy of International Trade and Economic Cooperation.

By lowering operational risks and trial costs, the policy encourages Chinese sellers to expand into new markets and offer after-sales services comparable to local competitors, Zhou said, adding that for overseas consumers, easier and cheaper returns increase purchase confidence and satisfaction, helping build loyal customer bases and positive word-of-mouth referrals.

"With cross-customs returns now available nationwide, 'selling globally' comes with much less worry,"Zhou added.