By Mariam Raheem

LAHORE, Mar. 11 (Gwadar Pro) - In a move to strengthen agricultural ties between China and Pakistan, Feiduoduo Cross-Border E-Commerce (Ji Nan) Co., Ltd., a subsidiary of the Chinese listed company Guolian Co., Ltd (603613.SH), is set to establish a Sino-Pak Agricultural Industrial Park in Pakistan and a cross-border e-commerce platform featuring Urdu, Pakistan’s national language.

Ken Liu, director of cross-border e-commerce at Feiduoduo, shared the company’s vision during a recent interview with Gwadar Pro. “Our goal is to create a two-way agricultural trade corridor that benefits both nations. By leveraging our expertise in agricultural inputs and digital platforms, we aim to support Pakistan’s farmers while bringing high-quality Pakistani products to Chinese consumers,” he said.

Ken Liu and representatives from the Trade Development Authority of Pakistan (TDAP) at the Feiduoduo booth during the FoodAg Manufacturing Expo in Lahore [photo provided to GP]

Feiduoduo is positioned as an agribusiness internet platform, specializing in B2B transactions for raw materials and finished products. The company focuses on nine key agricultural supply chains, including nitrogen fertilizers, phosphate fertilizers, potash fertilizers, pesticides, agricultural films, seeds and edible agricultural products. With a mission to serve global partners through online commodity trading, business information services and digital technology solutions, Feiduoduo has established a presence in Thailand and Indonesia. Pakistan is another focus of its global expansion strategy.

Agriculture is the backbone of Pakistan’s economy, contributing approximately 24% of its GDP and 37.4% of employment. However, the sector faces significant challenges, including fragmented supply chains, high distribution costs, and limited access to affordable agricultural inputs. Pakistan’s annual fertilizer demand exceeds 10 million tons, with small and medium-sized farmers particularly in need of cost-effective solutions, according to Ken.

“Pakistan’s agricultural sector has immense potential, but it requires innovative solutions to overcome its challenges. Our B2B platform is designed to integrate upstream suppliers with downstream distributors, reducing inefficiencies and ensuring farmers get the products they need at competitive prices,” Liu explained.

The Sino-Pak Agricultural Industrial Park will serve as a hub for agricultural innovation and trade, facilitating the exchange of resources and expertise between the two countries. Feiduoduo plans to export Chinese agricultural inputs such as pesticides, fertilizers, machinery and films to Pakistan, while importing Pakistani agricultural products such as chillies, sesame, herbs, cherries, beef, corn and dairy products to China.

“This two-way trade model will create a closed-loop agricultural supply chain, benefiting farmers and businesses on both sides,” Ken said. “By focusing on agricultural inputs as a starting point, we aim to expand into other industries, making our platform a benchmark for overseas industrial internet development.”

Ken noted that Pakistan’s e-commerce penetration rate remains under 5%, with rural regions encountering additional challenges such as inadequate infrastructure, restricted internet access and limited trust in online transactions. While more than 88 percent of Pakistanis have access to internet and broadband services, adoption of e-commerce platforms remains notably low-an issue that requires attention. To address this, Feiduoduo is implementing a hybrid “online + offline” strategy to bridge the gap and foster growth in the sector.

The company will launch a user-friendly, Urdu-language e-commerce platform tailored to the needs of Pakistani farmers. The platform will feature simplified navigation, embedded agricultural guidance and technical support to enhance user engagement. “By incorporating local language and agricultural expertise, we aim to build trust and foster long-term relationships with Pakistani farmers,” Liu noted.

Offline initiatives will include partnerships with local agricultural departments to establish “demonstration farms” that showcase the effectiveness of Feiduoduo’s products. The farms will serve as proof of concept, enhancing brand credibility and driving wider adoption. Additionally, the company plans to recruit local talent to drive on-the-ground marketing and outreach efforts.

This article originally appeared on Gwadar Pro.