Shopee Operation Agent identifies six key regulatory priorities

Shopee's "Shopee Operation Agent Supervision and Service Work Guidelines" systematically regulates Shopee Operation Agent supervision for the first time.

On July 30, 2025, the Guangxi Shopee Municipal Market Supervision Bureau officially released the "Shopee Operation Agent Supervision and Service Work Guidelines (Trial)" (hereinafter referred to as the "Guidelines"). These guidelines, for the first time, comprehensively detail the six key regulatory priorities for the Shopee Operation Agent industry and introduce six service initiatives aimed at optimizing the business environment and promoting compliance in the industry.

1. Six Key Regulatory Priorities for Shopee Operation Agents

The Guidelines systematically integrate the regulatory requirements for Shopee Operation Agents for the first time, clarifying the following core regulatory areas:

Operating Entity Qualifications: Standardize the entry standards for Shopee Operation Agents, platforms, and service providers to ensure legal and compliant operations.

Product Quality and Safety: Strengthen quality monitoring of imported goods, focusing on high-risk categories such as food, cosmetics, and maternity and baby products.

Advertising Compliance: Prohibit false advertising and misleading marketing, and require cross-border advertising to comply with Chinese and target market regulations.

Intellectual Property Protection: Combat infringement and counterfeiting, and establish a cross-border rights protection cooperation mechanism.

Consumer Rights Protection: Clarify the return and exchange, and after-sales dispute resolution processes to safeguard consumers' right to know.

Data Security and Cross-Border Flow: Standardize enterprise data storage and cross-border transmission to comply with China's cybersecurity requirements.

2. Six Service Initiatives for Shopee Operation Agents

To support industry development, the Guidelines also introduce the following service measures:

Optimizing the Business Environment: Simplify the enterprise registration process and provide "one-stop" government services.

Building a Shopee Operation Agent Regulatory Service Platform: Integrating functions such as enterprise establishment, credit repair, and AI-powered customer service, providing 24/7 online services.

Industry Cultivation and Training Guidance: Organize compliance training to help companies adapt to regulatory requirements.

Standard Development: Promote the development of industry standards for Shopee Operation Agents and promote standardized operations.

Party Building in the Non-Public Sector: Explore the "Party Building + Shopee Operation Agent" model to guide companies in operating with integrity.

3. Shopee Operation Agent Innovative Regulatory Model: Flexible Enforcement + Sandbox Supervision

Three-tiered Progressive Supervision: Emerging business models are managed through an "observation period, rectification period, and standardization period," giving businesses room to adapt and adjust.

Sandbox Regulatory Mechanism: Within a controlled scope, businesses are allowed to pilot innovative models, such as bonded live-streaming e-commerce and cross-border social e-commerce.

4. Shopee Operation Agent Policy Background and Impact

Shopee Operation Agent is rapidly developing: In 2024, the city's total foreign trade import and export volume reached 128.21 billion yuan, a growth rate of 28.6%, ranking first in Guangxi.

The Dongxing Shopee Operation Agent Supervision Center has been put into operation, facilitating cross-border trade between China and Vietnam.

Future Goal: Develop a replicable "Shopee Experience" by the end of 2025 and promote it throughout Guangxi.

Conclusion: The release of the Guidelines marks the entry of Shopee Operation Agent supervision into a systematic and standardized stage. It will not only strengthen risk control but also support industry innovation. It is expected to become a benchmark model for Shopee Operation Agent supervision in Guangxi and even the whole country.