BEIJING, Jan. 23 (Xinhua) -- China has urged e-commerce platforms and express firms to develop green delivery services and avoid over-packaging.

E-commerce and express firms should coordinate on environmentally-friendly packaging, supply chain and packing material recycling, according to the guidelines released Tuesday by the State Council.

Green development is a natural choice for China's e-commerce market to enter a new phase, according to Qian Fangli, a senior official with the commerce ministry.

China is the world's largest e-commerce market, with over 40 billion parcels delivered last year.

The guidelines also proposed improving logistical infrastructure, better coordination between e-commerce and delivery firms, and smart deliveries.

In addition, the government will make rules on data sharing to encourage e-commerce and express firms to share customer data.