eCommerce in China: Online Shopping Statistics and Consumer Behavior

China’s e-commerce landscape is nothing short of remarkable, representing a bustling intersection of technology, innovation, and consumer demand. As the largest e-commerce market in the world, China is setting the pace for how people shop, interact with brands, and consume goods and services in the digital age.

With hundreds of millions of consumers embracing online shopping, and a host of platforms catering to every conceivable need, the country’s e-commerce ecosystem has become a vibrant and essential part of modern life.

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In this article, we will delve into the latest statistics and key data that highlight the scale, trends, and unique characteristics of China’s e-commerce market. Whether you are a retailer, marketer, investor, or curious observer, understanding China’s e-commerce world is essential for grasping the future of retail and digital engagement.

Chinese eCommerce Market Overview

China’s e-commerce market is a behemoth, having grown exponentially over the past decade. In recent years, total e-commerce sales have skyrocketed, reaching an astounding figure of approximately $2.9 trillion in 2023. This accounts for a remarkable percentage of total retail sales, with nearly 46% of all consumer purchases in China now taking place online.

According to GlobalData’s E-Commerce Analytics, eCommerce sales in China are expected to grow by 17.2% in 2023, as the Chinese economy is bouncing back after COVID-19 restrictions.

Source: Insider Intelligence

The growth rate, too, is indicative of the trend in the Chinese e-commerce market, with a consistent annual increase of roughly 6% (Covid slowdown) to even 14% observed over the last five years. These figures place e-commerce in China firmly at the forefront of the global e-commerce industry, dwarfing other major markets.

The surge in e-commerce is not merely confined to urban areas; rural e-commerce is flourishing as well, with online sales penetrating even the most remote parts of the country. Initiatives to bolster internet accessibility and digital literacy have played a crucial role in this widespread adoption.

Furthermore, the market dynamics have been enriched by the emergence and expansion of diverse e-commerce platforms and shopping models, from colossal giants like Alibaba and to specialized platforms catering to niche markets.

China’s e-commerce landscape is not just massive in scale; it’s also highly dynamic and constantly evolving, reflective of a consumer base that is increasingly tech-savvy, connected, and discerning in its online purchasing behavior.

Chinese online shoppers and consumer behavior

Chinese online shoppers represent a diverse and technology-savvy group, reflecting a mix of ages, income levels, and lifestyles. They are often price-conscious but are increasingly quality-oriented, with brand reputation and social proof playing significant roles in purchasing decisions.

The influence of social media, live streaming, and Key Opinion Leaders (KOLs) cannot be understated, as they significantly impact product choices and brand perceptions. Customization, personalized experiences, and engagement with shopping festivals like Singles’ Day are also notable characteristics. Additionally, trends such as cross-border shopping and responsiveness to environmental and social concerns are gaining traction.

online shopper china 2021

The number of online shoppers in the Chinese market is constantly increasing, and as per the latest data, in 2021 there were 842 million Chinese consumers purchasing online. Now, as the number of internet users in the Chinese domestic market reached 1.05 billion, this number will be even higher.

When it comes to the global comparison, according to eMarketer, as of 2023, there are 2.64 global online shoppers. Chinese shoppers are a huge force in this comparison, taking over more than 1/3 of global numbers.

Average Spending per Online Shopper

The digital consumer in China is known for a willingness to embrace online spending. In 2021, the average spending per online shopper was estimated to be around ¥6,800 (approximately $1,000), reflecting a strong preference for e-commerce across various income levels.

Chinese online shoppers spend an average of US$69 per individual purchase, which is US$24 less than the average online shopper in the world. But it’s important to understand, that he visits eCommerce platforms more often and the frequency of purchases is higher.

Most Popular Product Categories

The range of products available online in China is immense, but certain categories particularly resonate with local consumers. Apparel and electronics consistently top the list, followed by personal care products, home furnishings, and groceries. Niche markets, such as luxury goods and health supplements, have also seen substantial growth, reflecting a maturing and diversifying consumer base.

Alcohol on Tmall

Frequency of Online Shopping

The convenience and accessibility of online shopping platforms have led to increased frequency in purchasing behavior. A recent study revealed that nearly 30% of online shoppers in China make purchases on a weekly basis, with 15% shopping daily.

Monthly purchases are also common, with the rise of shopping festivals and discount events acting as significant motivators for periodic spending sprees.

How has COVID-19 impacted Chinese shopping behaviors?

The COVID-19 pandemic has fueled significant shifts in Chinese shopping behaviors, with online platforms taking center stage. A notable surge in online shopping occurred as lockdowns and safety concerns drove consumers to digital platforms.

Grocery eCommerce

This shift was particularly evident in the grocery and daily necessities sector, with platforms like Alibaba’s Freshippo and’s 7FRESH reporting exponential growth. Consumers who had previously resisted online grocery shopping now found it a convenient and safe way to fulfill daily needs.

According to the Statista Global Consumer Survey, 55 percent of those surveyed in Mainland China stated that they had ordered groceries in the past 12 months. This trend is believed to grow in the next years.

Virtual shopping experiences

Alongside the growth in traditional e-commerce, virtual shopping experiences, such as live streaming and virtual tours, blossomed. Brands and influencers turned to platforms like Taobao Live, offering real-time engagement and immersive shopping experiences that bridged the gap between in-store and online shopping.

Cross-border e-commerce

Cross-border e-commerce also saw significant growth during the pandemic. Travel restrictions and the closure of physical duty-free stores led to an increased appetite for international goods online. Consumers turned to platforms that specialize in cross-border trade, seeking authenticity and quality in foreign products, from luxury items to health supplements.

Group buying

Group buying, especially community group buying, became a popular trend, particularly in lower-tier cities. Platforms like Pinduoduo capitalized on this trend, enabling neighbors and communities to pool their orders to access discounts and special offers. This social shopping experience resonated with consumers looking to combine social engagement with economic benefits.

Sell on Pinduoduo

China’s Top eCommerce Platforms

According to research done by Hicom-Asia, there is no surprise to see, that the leading eCommerce platforms in China are; Taobao (including Tmall),, Pinduoduo, and Xiaohongshu.

ecommerce platforms in china

Key eCommerce platforms in the Chinese market

Alibaba (Taobao + Tmall)

  • Market Share: Alibaba’s Tmall and Taobao together control roughly 50% of the e-commerce market share in China.
  • Key Features: Known for vast product selection, competitive pricing, and integration with Alipay for smooth payments.
  • Unique Selling Proposition (USP): Taobao focuses on C2C interactions, while Tmall targets B2C, offering branded products directly from authorized sellers.

  • Market Share: With approximately 17% of the market share, is a leading B2C platform.
  • Key Features: Known for speedy delivery, quality assurance, and extensive electronics offerings.
  • USP: Emphasis on quality, authenticity, and an extensive logistics network.


  • Market Share: Pinduoduo has surged to capture around 13% of the market share.
  • Key Features: Focuses on group buying and offers significant discounts for bulk purchases.
  • USP: A social shopping experience, enabling users to share purchases with friends to receive discounts.

Cross-Border E-Commerce

Cross-border e-commerce in China represents a dynamic and rapidly expanding sector of the country’s retail landscape. As the world’s largest e-commerce market, China has seen a growing demand for international products, fueled by an increasingly affluent and digitally-savvy middle class.

Cross-border e-commerce allows Chinese consumers to purchase goods directly from foreign merchants through online platforms, bridging the gap between local demand and global supply.

Cross border E-commerce sales in China

According to a report by iiMedia Research, China’s CBEC market size is expected to reach RMB 9.44 trillion (USD 1.45 trillion) by 2025, growing at a compound annual growth rate (CAGR) of 20.9% from 2020 to 2025.

Chinese cross-border shoppers

Over 200 million Chinese consumers were engaged in cross-border e-commerce, accounting for approximately one-fifth of total online shoppers in China.

China’s cross-border e-commerce shoppers predominantly belong to the middle class and are often young, with an average age around 30. Surprisingly, the majority of these shoppers are male, constituting 62.6% according to a report by the China E-commerce Research Center. These individuals mainly reside in large cities like Shanghai, Beijing, Hangzhou, Guangzhou, and Shenzhen, although growth is emerging in smaller urban areas as well.

On average, they spend approximately $473 on cross-border purchases, a figure that’s expected to see substantial growth over the next five years. This data underlines a significant opportunity for those looking to tap into the cross-border e-commerce market in China, reflecting both current spending patterns and future potential.


Popular Countries and Products for Cross-Border Shopping


The USA, Japan, South Korea, Australia, and Germany were among the top countries where Chinese consumers made cross-border purchases.


Popular product categories included cosmetics and beauty products, health supplements, baby and maternity products, fashion and accessories, and electronics.

China’s most popular cross-border platforms


Tmall Global

  • Market Share: Tmall Global, an extension of Alibaba’s Tmall, is one of the dominant platforms for cross-border e-commerce, taking over 37% market share (as of the end of 2021).
  • Key Features: Known for an extensive selection of foreign products, streamlined customs clearance, and integration with Alipay for seamless payments.
  • Unique Selling Proposition (USP): Offers a gateway for international brands to reach Chinese consumers without a physical presence in China, providing authenticity and quality assurance.

JD Worldwide

  • Market Share: As’s cross-border platform, JD Worldwide holds around 17% of the market, focusing on quality and authentic international goods.
  • Key Features: Renowned for fast and reliable delivery, extensive quality checks, and a strong focus on customer satisfaction.
  • USP: Emphasizes genuine products and provides a complete end-to-end solution for foreign brands, including warehousing, logistics, and marketing support.


  • Market Share: Kaola, acquired by Alibaba, has been a strong contender in the cross-border e-commerce scene, taking over 26% of the market share.
  • Key Features: Specializes in importing high-quality products from abroad, including beauty products, electronics, and baby items.
  • USP: Kaola’s success is driven by its strict quality control measures, exclusive brand partnerships, and understanding of the tastes and preferences of young Chinese consumers.

These platforms have become essential conduits for international brands to access the vast and growing Chinese consumer market. By catering to specific needs and preferences, they have each carved a niche, allowing them to flourish in a competitive and ever-changing e-commerce landscape.

The Phenomenon of China’s Social eCommerce Growth

Social commerce has emerged as a transformative force in China’s e-commerce landscape, reshaping how consumers discover, evaluate, and purchase products online. Platforms like WeChat, Douyin, and others have played a pivotal role in driving sales through the integration of social media and online shopping.

Why is social eCommerce so popular in China?

Social commerce has found a particularly receptive audience in China due to its alignment with cultural norms and consumer behavior. The integration of shopping with social interactions resonates with the communal nature of Chinese society, where the opinions of friends, family, and influencers (Key Opinion Leaders) hold substantial sway over purchasing decisions. The ability to share reviews, seek recommendations, and engage with brands directly has built a more trusting and loyal consumer base.

Additionally, technological innovation has been a key driver of social commerce’s popularity in China. The country’s young and tech-savvy population has readily adopted new trends and technologies, such as augmented reality try-ons, one-click purchasing, and real-time customer support.

source: Statista

China’s most popular social eCommerce platforms


WeChat is China’s most popular messaging app with more than a billion users. It has evolved into a multi-purpose platform, integrating social networking, payment services, and e-commerce.

Its major e-commerce features include:

  • Mini Programs: WeChat’s Mini Programs allow businesses to create sub-applications within the WeChat ecosystem, enabling users to shop without leaving the app.
  • WeChat Pay: A seamless payment system that allows users to pay for goods directly within WeChat, facilitating a smooth checkout process.
  • WeChat Stores: Brands can set up official WeChat stores to sell products directly to consumers, further integrating social interactions and shopping.

Douyin (Chinese TikTok)

Douyin is a leading short-video platform in China, allowing users to create and share 15-second videos. It has rapidly grown to become a significant player in social commerce.

Main e-commerce features include:

  • Live Streaming Sales: Influencers and brands can host live streams to promote and sell products directly within the app.
  • Product Links: Videos can include direct links to products, allowing users to purchase items featured in the content.
  • In-App Shopping: Users can browse and purchase products without leaving the Douyin app, providing a seamless shopping experience.

Xiaohongshu (Little Red Book)

Xiaohongshu, also known as “Red,” is a unique blend of social media and e-commerce platform, focusing primarily on fashion, beauty, and lifestyle products.

  • User-Generated Content: Xiaohongshu encourages users to share product reviews, tutorials, and recommendations, fostering a community-driven shopping experience.
  • Cross-Border Shopping: It provides a platform for Chinese consumers to purchase international brands, ensuring authenticity and quality.
  • Integration with Social Media: Users can follow influencers, engage with posts, and purchase products directly from shared content, promoting a seamless transition from browsing to buying.
China cosmetics market: Sephora on RED

Live-streaming eCommerce in China

Live-streaming e-commerce has rapidly become a dominant force in China’s online retail landscape, with statistics highlighting its explosive growth and far-reaching impact.

It’s projected that by the end of 2023, the live-streaming e-commerce market in China will surpass RMB 1.5 trillion ($230 billion).

Viewers on average spend around 100 minutes per week watching live-streaming shopping broadcasts, reflecting high user engagement.

Top live-streaming influencers in China can generate sales exceeding RMB 100 million ($15 million) in a single session. In fact, KOLs and influencers play a crucial role in driving sales, with some reports suggesting that nearly 60% of consumers have purchased products recommended by them during live streams.

When it comes to product categories, beauty, and fashion products are among the most popular categories sold through live-streaming, followed by electronics and food. Around 30% of consumers indicated that they prefer buying products through live streams due to the interactive and real-time nature of the experience, allowing them to see products in action and ask questions, especially when it comes to international businesses and brands.

We Can Help with Your eCommerce and Marketing Strategy in China!

China’s e-commerce landscape is in a constant state of evolution, marked by innovation, consumer-driven trends, and technological advancements. From the surge in online shopping propelled by the COVID-19 pandemic to the meteoric rise of live-streaming e-commerce, social commerce platforms, and cross-border shopping, the dynamics of the Chinese market offer limitless opportunities for brands, both local and international.

The success in this market, however, demands a nuanced understanding of consumer behavior, platform dynamics, and regulatory considerations. Engaging with platforms like WeChat, Douyin, and Xiaohongshu, or leveraging the power of live-streaming commerce requires strategic planning and execution. This is where the expertise of our marketing agency comes into play.

With years of experience in the Chinese digital landscape and a deep understanding of local trends and technologies, Gentlemen Marketing Agency is perfectly positioned to help your brand navigate China’s intricate e-commerce ecosystem.

Our tailor-made strategies encompass everything from market entry and platform integration to social media marketing and content creation, all geared toward driving sales and building lasting customer relationships.

Whether you are a well-established brand seeking to expand your reach or a new entrant aiming to make a mark in China’s vibrant market, our suite of services is designed to translate your vision into success.

We invite you to connect with us and explore how our innovative solutions can transform your e-commerce endeavors in China into a thriving business. Your success in China starts with us, and we are committed to making it a reality.

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