12 China E Commerce Market Trends 2022

12 china e commerce market trends

The China e commerce market is the largest in the world. With a growth rate of 6% on average, the e commerce revenue in China is expected to reach 2 trillion USD in 2025.

Despite the Coronavirus outbreak, the global e commerce growth rate is still going strong. Of course, China is no exception. The gigantic investments in China’s Belt and Road Initiative (BRI) project fuel this trend – by linking Central Asia, the Middle East, and Europe offline, more online businesses will follow.

Online networks and social commerce on buzzing apps like WeChat, TikTok, and Sina Weibo have long become an integral part of China’s everyday life. In fact, Chinese consumers spend nearly five hours per day on their mobile devices (smartphones, tablets). They stay in touch, pay, shop, book trips, and more with these popular apps. By the way, the global average is three hours per day on handheld devices.

This is why we are looking at the current Chinese e commerce landscape and trends in this week’s China Gravy article as well as the effects of the Covid-pandemic.

The Main E Commerce Players in China

With three times the size of the US market, the Chinese e commerce market size is the largest of commerce markets in the world. The Middle Kingdom’s near 1.4 billion population, its traditional and innovative products together with the government’s censorship have created a prospering economy – online and offline. Even the West is beginning to implement Chinese sale festivals.

In order to get an idea about China’s e commerce market and online landscape, let’s start with the largest online retailers:

1. Tmall China (Alibaba)

Tmall China is the third most visited website in the world is a brand-driven B2C marketplace. Click here to read more about Tmall Global, the top CBEC marketplace in China.

2. JD.com

Jingdong (JD) is a B2C marketplace with in-house delivery and logistics. One of its largest investors with around 20% is Tencent (WeChat) – a strategic move to take on its main competitor Alibaba.

3. Kaola by NetEase (Alibaba)

Kaola, a cross-border e commerce player, offers a large variety of goods, focusing on selling high-quality “Western” products to middle-class Chinese customers.

4. Xiaohongshu (RED)

The “Little Red Book” is a platform for young people’s lifestyle shopping. User-generated content (UGC) inspires this sharing community. Click here to read about RED in more detail.

The exact market share among these online commerce platforms varies according to the source. The overall trend is that Tmall is leading the e commerce landscape with a market share of 50%-60%. JD.com comes in second with 15%-20%. Finally, Kaola, RED, and other platforms like WeChat (with their own WeChat store) divide the remaining 20-35% among them.

E Commerce Segments where China is a Pioneer

China leads the online world in these segments:

1. China Mobile Commerce

We all know that internet users in China mostly browse on their phones or tablet. But did you know that mobile devices generate 80% of retail e commerce sales?

This compares to the global average of 64%. Websites are still important in general for branding and ranking well for branded keywords as more buyers are checking to see the legitimacy of companies and products on sites such as Baidu. There is also a high demand for foreign products on website platforms.

2. Mobile Payment Platforms

Chinese consumers rely on apps like Alipay, WeChat Pay, and UnionPay for online China shopping platforms and payments at physical stores alike.

3. Cross-Border E Commerce in China

We have already presented Chinese cross-border e commerce in great detail in this article. It refers to international sales at an online market platform to Chinese consumers (B2C, B2B, C2C). High-quality luxury goods from abroad are very popular. In particular, cosmetics, baby products, food, and beverages (organic), high-fashion, and jewelry.

Global infrastructure improves and small businesses gain better access to global markets. Therefore, the demand of Chinese consumers for household products and luxury goods will only increase.

china e-commerce

Now that we have covered the basics, let’s look at the Chinese e commerce trends!

In the past, China was known as the “world factory”, exporting high-quality fashion, sneakers, electronics, and more. Over the last years, this trend has seen a reverse – imports are becoming more and more relevant.

Now, let’s get to it and look at this year’s biggest trends in the Chinese e commerce environment:

1. China Cross-Border E Commerce

The CBEC sector in China is booming as described above. Alibaba’s acquisition of Kaola in 2019 lead to a consolidation in this segment in favor of Alibaba compared to Tencent.

2. Omnichannel Retail

This cross-channel content strategy aims at improving the user experience and creating better relationships with the target audience across all points of contact. Whether you are shopping online or in an actual store, the transition from one point to the other at any point in your consumer journey should be seamless and easy – online and offline are melting together (O2O).

In particular, China is leading omnichannel retailing in high customer expectations, smart sales assistants, mobile-first, self-service kiosks, and virtual reality / augmented reality. In addition, close integration of consumer payments is creating the best practice example for the whole world.

A real-life example is Alibaba’s grocery platform Freshippo where customers can shop in person (click-and-collect), dine in, and have goods delivered via online ordering.

3. Xiachen

This trend of selling to lower Tier cities and areas in China we already observe in the Chinese social media landscape. Lower Tiers have more money available for shopping (due to lower living costs) and are happy to spend it on consumer goods.

4. Fintech

Financial technology and innovation which aims to compete with traditional methods to deliver financial services are on the rise. In particular, Chinese online banks like WeCash (unrelated to WeChat or Tencent) emerge as startups to bring easy and uncomplicated financial services to individuals and institutions, often incorporating machine learning and AI technology.

For example, WeCash with 130 million users in 5 countries allows individuals to get their credit score straightforwardly and apply for loans. And institutions can build their income-yielding loan portfolio on this big-data-powered platform.

5. Cryptocurrency

Cryptocurrency miners and users are facing severe regulation in the Middle Kingdom. Same as with social network platforms, a designated Chinese search engine (Baidu), and other China-specific tools and regulations, China is seeking new solutions for their country and market in terms of cryptocurrency.

First introduced as a concept 5 years ago, China is now finalizing the preparation for the release of its DCEP (Digital Currency/Electronic Payments). However, unlike Bitcoin and related currencies, DCEP is government-sanctioned. The government will likely distribute the new currency through traditional banks, making it fully centralized and exactly like traditional paper money.

As China expands its worldwide trade through the belt and road initiative (BRI) and other development initiatives, DCEP has the potential to create significant financial autonomy and less exposure to the US.

6. From KOL to KOC marketing

Key opinion consumers (KOCs) are “normal” buyers who create videos and posts about their own product reviews and recommendations. End consumers are hungry for advice and recommendations from real consumers they trust. KOCs also act as influencers but are more authentic. Relationship-based marketing is on the rise!

Brands that incorporate KOCs into their marketing strategy can benefit from a boost in the brand image and increased sales. Make sure to identify suitable KOCs, as they usually do not have many followers, which makes them difficult to find. A Chinese marketing agency can take care of this for you.

7. Short Videos

Together with live-streaming, short videos and short video apps are conquering the Chinese market. Thus, the line between business and socializing continues to blur. It will not surprise you that more than 300 million Chinese are using short video apps.

Higher Tier areas with middle and higher-income households and individuals as well as a younger audience (under 35 years old) are more drawn to this medium.

8. Group Buying

This trend hasn’t really arrived outside of China yet. Western shoppers may think that the products could have poor quality. Or that those platforms are unreliable and impose hidden costs. Chinese consumers value the significantly reduced prices – particularly lower Tier residents take advantage of the group-buying model.

In the Middle Kingdom, however, group buying is expected to grow: JD.com, and Alibaba are launching their own group-buying functions to challenge Pinduoduo.

9. Social Commerce

This hot new trend, social commerce, is forecasted to reach more than 600 billion dollars globally by 2027. The increased use of mobile devices and social media created social shopping also known as social e commerce.

The “now” consumer follows trends and has unplanned interactions with brand and retail experiences. Shoppers can do so at home, at work, or on the go. This behavior drives the need for new approaches to create a personal and ready-to-buy social commerce experience.

10. Cruelty-Free Products

Until early 2021, animal testing was required by law for cosmetic products imported to and sold in the Middle Kingdom. Since 1 May 2021, this law is obsolete. Animal testing is no longer required for general cosmetics imported into China, as long as they meet certain other requirements like a safety and risk assessment.

This also opens up the market to vegan, cruelty-free and sustainable cosmetics and beauty brands. The UK-based skincare brand Bulldog was the first cruelty-free cosmetics brand to sell in mainland China, imported under the general trade (and not the CBEC model).

11. Private Traffic

As a result of paid traffic getting more expensive, brands are seeking alternatives. By setting up exclusive clubs or groups like WeChat groups, brands can communicate a certain lifestyle and the corresponding products.

The advantage of a closed group is that they already consist of loyal customers and fans. And they respond more easily to CTAs.

12. Big Data

This last trend brings all the previous ones together, literally. Big data analyzes massive volumes of information to apply data-oriented marketing in China.

By combining information from online and offline consumer behavior, businesses overcome the limits of space and time. Businesses gain deep insights into the likes and dislikes of their (potential) customers, their movement, and behavior patterns.

For example, Tencent collects and classifies information into different dimensions, which consist of more than 3,000 tags, including basic attributes, social interests, entertainment interests, media preferences, etc.

Keep in mind that Chinese consumers love their mobile devices and use them for everything. Specifically, their super-app WeChat, which lets users pay, play, chat, shop, order everyday services and products, and more. Advertising in China has never been easier and more complex at the same time. Discover how to use WeChat.

Coronavirus – Impact on China E Commerce Landscape

For years, China’s economy and the China e commerce landscape have been booming. Seemingly without an end in sight.

Now, what was the economic short and long-term impact of the Coronavirus in Wuhan (central China) in December 2019?

A New Era of Marketing

With the high usage rate we’ve learned above, social commerce on social media is flourishing. Besides, Chinese buyers trust their peers more than official brands or government messages. Influencer marketing with KOLs, KOCs, and Wanghong is the latest trend.

The growth seems endless. No one can imagine that consumers voluntarily renounce themselves from technology, innovation, and convenience. And despite the recent trade war with the US, China’s market economy is growing and the general economic environment is stable.

Now, can a virological outbreak like the Coronavirus threaten the China e commerce landscape and beyond? Or does it even amplify the Chinese online marketplace, because people are homebound and distrust physical interaction?

The Coronavirus (Covid-19)

The outbreak of the Wuhan virus in December 2019 links to the Huanan Seafood Wholesale Market, where shoppers can purchase live wild animals. In January 2020, amidst the Chinese New Year, the virus spread to other Chinese provinces, and from there to the world.

Impact of the Coronavirus on China E Commerce

In 2002, SARS (Severe Acute Respiratory Syndrome), a likewise pneumonia virus, broke out in China. Back then, the country was mostly supplying the world with low-cost goods like t-shirts and sneakers. However, today, China is one of the key commerce players in the global economy.

During SARS, China’s trade suffered significantly and stock markets fell up to 15%. Yet, the recovery was quick and markets became stronger than ever.

Today, fear of the virus also means people tend to avoid activities that expose them to the risk of infection. For example, going to restaurants, movies or shopping, using public transport and public services.

Although general anxiety comes with the pandemic, which negatively impacts sales, in today’s online world, certain sectors are actually benefiting. So, let’s take a closer look at the impact of the Coronavirus on the China e commerce landscape and online shopping:


Public life, including public transport, flights, and trains temporarily came to a stop.

Wuhan’s 11 million residents ordered food and other items of daily life online. But even delivery comes with a certain risk. For example, food deliverer Meituan – which is owned by Tencent has adapted its food delivery app with lightning speed.

Customers and delivery drivers don’t have to meet face-to-face anymore. They drop off the food at the doorstep, reception, or nearby as per the buyers’ request. And with a mobile payment rate of 95% in China, there’s no cash involved.

Alternatively, instead of having food delivered, Wuhan residents were also ordering fresh foods, which they cook safely themselves.

Yet, the mass quarantine of Wuhan and Hubei didn’t stop the Coronavirus.


China’s top gambling destination was also temporarily closed, essentially stopping life on the peninsula.

Other Parts of China

Apple, Starbucks, and Ikea have temporarily closed their stores in China. Shopping malls, restaurants, and public places were basically empty, just like in the rest of the world. International airlines, including American, Delta, United, Lufthansa, and British Airways, temporarily suspended flights to mainland China.

Besides, China is an important supplier for the global motor industry and the electronics sector. Some factories have temporarily stopped their production, which lead to international bottlenecks.

Around the World

Some buyers may have been temporarily more reluctant to buy items from China, but this trend didn’t prevail.

Demand for crude oil temporarily went down 16% in price after China identified the Coronavirus. While China is not only the world’s biggest oil importer, the locked-down city of Wuhan is also one of the Middle Kingdom’s key oil and gas hubs. However, shortages didn’t occur.

Summary of the Economic Impact of the Covid-Pandemic

With the availability of Covid-vaccinations, public life started getting back to normal more and more. Nonetheless, the e commerce sector is getting stronger as consumers have become hesitant with offline shopping.

As a result of being homebound, Chinese consumers spend more time than ever on their smartphones and online. People who had still been purchasing goods offline now prefer to buy from online shops, and not only for daily needs items. A more detailed impact of COVID-19 on Chinese consumer behavior can be found in this article.

Online retailers for fashion, accessories, and cosmetics didn’t even experience a decrease in sales. For example, the BESTSELLER Fashion Group (Only, Vero Moda, Jack & Jones, etc.) launched a WeChat Mini-program, which exceeded its offline sales in only two weeks.

Turning Around the Negative Impact of the Coronavirus

So, how can the China e commerce market respond to some of the negative impacts of this ongoing pandemic? Search engines like China’s own Baidu are running hot these days with users searching items in the health sector and high-quality items for daily needs.

If you have a business, consider exporting pharmaceutical/medical products like masks, (organic) food, or baby products via cross-border e commerce to satisfy China’s need for healthy and high-quality household products and luxury goods.

In this regard, it is noteworthy that the Chinese Drug Administration Law became effective on 1 December 2019. With this so-called “New Law”, it is now easier to import medical and pharmaceutical items via cross-border commerce into China.

Several licenses, which were necessary in the past, are not anymore. And authorities tolerate importing only a small amount of drugs by entities or individuals without an importation certificate.

The China e commerce market is growing steadily, leading the world in this online millennium. The Coronavirus brought daily life and factory production to a temporary halt. Consumers in China and around the world avoided physical shopping due to fear of infection and shifted to buying household items like food and medicine online.

As they stayed home for health reasons, Chinese consumers increasingly shopped online for their favorite foreign fashion, accessories, and beauty products. This trend keeps going strong despite Covid-restrictions being lifted.

Paired with the popular cross-border e commerce shopping and with fewer restrictions in the medical sector, this opens opportunities for your business to import goods to China and expand your market.

Are you thinking about entering the Chinese market despite or because of the recent Coronavirus outbreak? You can start by creating a website for your Chinese audience, online and social media marketing targeting Chinese around the world, or launching an app in China.

Do you want a helping hand? The experienced team of your favorite China marketing agency China Gravy is at your service! Request a FREE Consultation to get to know us and our services.

Scroll to Top
Free Consultation
Do you want to boost your business with marketing in China? With China Gravy’s FREE consultation you can get to know us better and we are excited to hear about your project! We’ll share our industry insights and develop together Chinese marketing and ecommerce strategies for your business.
By using our form you agree to our Privacy Policy.