Giving full play to the technical features of digital products is conducive to further enhancing the profitability of Chinese enterprises as well as their influence in the international market and trade gains. Based on the matching between Chinese industrial enterprises and customs trade database from 2000 to 2013, this paper constructs the index of digital product import, and investigates the influence of digital product import on enterprises’cost-plus rate in detail. The results show that the digital product import significantly promotes the increases of enterprises’cost-plus rate, and this promotion effect is more significant for non-export enterprises, processing trade enterprises, local enterprises and enterprises in eastern China. After examining the endogeneity among variables, using different estimation methods and changing different measurement indicators, the estimation results are still robust and reliable. The mechanism test shows that digital product import significantly increases the enterprises’ markup through two channels of “improving productivity” and “increasing R&D investment”. This paper proves that the import of digital products can promote the cost-plus rate of enterprises, which is of great significance for evaluating the economic effect of China’s“digital trade”policy in the new era.