In a bid to promote cross border e-commerce, the coastal city of Yantai in Shandong province has launched a direct purchasing model that offers overseas customers the chance to purchase products without the need of an intermediary company.

The new one-stop service makes it easier and cheaper for items to clear customs and be delivered. Yantai is the second city in Shandong to implement the model.

Compared with previous overseas shopping modes, which require shoppers to find transit companies for international goods delivery, the new model promises more transparent and regulated transactions, quicker customs clearance and delivery, quality products and less hassle for domestic consumers.

The launch of the new model has presented more trade opportunities to reputable logistics companies. Yantai customs is also working on facilitation measures to speed up the customs clearance process for cross-border e-commerce trade.

Shandong Langyue Logistics Co is one of the logistics companies eligible for the service. The company's vice manager, Hou Renjie, said, "The goods ordered yesterday have been transported from South Korea to Yantai via airplane and customers can receive them today. The new model is good news for us since it has brought our company 2,000 more orders every day."

Cross border e-commerce has become a new driving force of Yantai's foreign trade and the new model enables locals to purchase quality overseas goods with just a few clicks. The model currently allows customers to buy consumer goods with a purchase limit of 1,000 yuan ($163.54) each transaction.

Edited by Jacob Hooson