In 2024, Alibaba's Tmall ranked first among China's comprehensive e-commerce retailers, with a market share of **** percent. Pinduoduo ranked second with a GMV share of ** percent. E-commerce retail in ChinaChina has become one of the world’s largest e-commerce markets. As a major driver of the country’s retail economy, e-commerce sales share experienced a considerable rise from **** percent of the total retail sales in 2014, to about **** percent in 2024. The e-commerce retail sales value was estimated to reach **** trillion U.S. dollars by 2027. Alibaba: the e-commerce giantEstablished in 1999, Alibaba.com was founded by Jack Ma, who stepped down as chairman in September 2019. Initially, Alibaba was a traditional e-commerce company but has now transformed into a conglomerate. It has a wide range of business including services such as financial, logistics, digital media, and cloud computing. In fiscal year 2025, the revenue of Alibaba amounted to around *** billion yuan. The number of active consumers across Alibaba's online shopping properties reached *** million in the first quarter of 2022. Alibaba Group launched the Singles’ Day marketing plan in 2008, focusing on offering numerous discounts, red packet coupons, and promotions to improve sales on November 11 (or 11.11). This date was chosen to represent single people among Chinese youth from the early 1990s. In 2021, Alibaba's gross merchandise volume on Singles' Day skyrocketed to ***** billion U.S. dollars. This represented an astonishing growth from **** billion U.S. dollars just a decade earlier.

The China E-Commerce Market Report is Segmented by Business Model (B2C, B2B, C2C), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

Key China Ecommerce App StatisticsTop China Ecommerce AppsShopping App Market LandscapeChina Ecommerce App RevenueAlibaba RevenueJD RevenuePinduoduo RevenueChina Ecommerce App GMVAlibaba GMVJD...

In 2024, Alibaba's e-commerce platforms accounted for approximately **** percent of China's e-commerce market, a slight decrease from the previous year. Pinduoduo overtook JD.com to become China's second-largest e-commerce platform in 2023.

The China e-commerce market reached a value of approximately USD 2.22 Trillion in 2024. The market is projected to grow at a CAGR of 8.90% between 2025 and 2034, reaching a value of around USD 5.21 Trillion by 2034.

The prevalence of online shopping and cross-border logistics boosted the development of cross-border e-commerce imports in China. Many cross-border online marketplaces were built up in recent years providing consumers with a one-stop-shop for products from all over the world. In 2023, the Alibaba-owned cross-border shopping platform Tmall Global possessed nearly ** percent of the entire import cross-border B2C e-commerce retailers. Concerns about counterfeits Chinese consumers chose to shop on overseas online shopping platforms to avoid counterfeits. However, the reality is that more than ** percent of the overseas consumers have bought counterfeits online, mostly fake toiletries and beauty products. Generally, Chinese cross-border online shoppers trusted cross-border shopping channels within horizontal e-commerce platforms more, compared to e-retailers specializing in overseas products. The acquisition of Kaola In September 2019, the Chinese e-commerce giant Alibaba announced its acquisition of Kaola.com, the second-largest cross-border e-commerce platform in China. The purchase helped Alibaba to establish its dominance in the cross-border e-commerce sector. As of 2021, Alibaba-owned overseas shopping e-commerce platforms occupied a total of more than ** percent of China’s cross-border import online retail market.

In 2024, about **** percent of the total retail sales in China were made online, decreasing from **** percent in 2023. The share of e-commerce retail more than doubled compared to 2016. In that year, China remained to be the largest online retail market in the world.

Alibaba was the top company worldwide in terms of gross merchandise volume (GMV) share across the web. The Chinese e-retail giant which provides consumers business-to-business (B2B), consumer-to-consumer (C2C), and business-to-consumer (B2C) e-commerce accounted for ** percent of the overall online GMV in 2024. Amazon ranked second, accounting for ** percent of overall online GMV.

The China Business-to-Business E-commerce Market size was valued at USD 1,409.01 billion in 2023 and is projected to reach USD 13,549.05 billion by 2032, exhibiting a CAGR of 16.3 % during the forecasts period. Recent developments include: In April 2023, Alibaba Group Holding Limited, a B2B service provider in China, partnered with the International Trade Centre (ITC) to help small and medium enterprises enhance e-commerce practices, increase marketing skills, and facilitate new exports. The partnership provides these enterprises with the skills and training required to contribute to digital trade growth in their countries. In Africa and Central Asia, the initiative facilitates business support organizations (BSOs) with B2B e-commerce capacity-building services. , In February 2023, Alibaba.com, a B2B e-commerce marketplace, announced a strategic partnership with TÜV Rheinland, a global independent test provider, to drive sustainable e-commerce growth for SMEs in Europe. The two parties have joined hands to promote B2B e-commerce, facilitate digitization, and reduce the challenges and complexities of international sourcing. , In June 2022, JD.com, Inc. renewed its strategic cooperation with Tencent for the next three years. The partnership calls for Tencent to provide JD.com with prominent access points for its Weixin platform. Both companies will also continue to cooperate in technology services, marketing, advertising, membership services, and communication, among others. .

The China Ecommerce Logistics Market Report is Segments by Service (Transportation (Road and More), Warehousing and Fulfilment, by Business Model (B2C, B2B and More), by Destination (Domestic and More), by Delivery Speed (Same-Day and More), by Product Category (Foods and Beverages and More), by City-Tier (Tier 1 and More) and by Geography (East China and More). The Market Forecasts are Provided in Terms of Value (USD).

In 2024, overall e-commerce transactions approached ***** trillion yuan, decreasing from around ***** trillion yuan the year before. E-commerce development in ChinaChina's e-commerce industry has enjoyed above-average growth in the last few years. In 2023, gross merchandise volume on online shopping amounted to about ***** trillion yuan, while around ** trillion yuan was generated by physical goods. According to the CNNIC, the number of online shoppers in China have surpassed the ***********-mark in 2023. An important target group of China's booming e-commerce sector is the mobile user segment. As of 2022, around ** percent of the e-commerce transactions in China were conducted via mobile devices, and the share is expected to grow to ** percent by 2026. For many Chinese consumers, smartphones have became their primary choice in making online shopping. Another factor rapidly utilized by the Chinese e-commerce industry is social media presence. Chinese consumers rely heavily on friends and peer groups for shopping information. Therefore social media has gained a lot of relevance for e-commerce endeavors. As of the first quarter of 2022, the social commerce website Pinduoduo had more than *** million monthly active users.

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The business-to-consumer e-commerce market size in China has the potential to grow by USD 3851.34 billion during 2020-2024, and the market’s growth momentum will decelerate during the forecast period.

This report provides a detailed analysis of the market by product (apparel, footwear, and accessories, consumer electronics and electricals, beauty and personal care products, and others) and device used (mobile devices and PCs). Also, the report analyzes the market’s competitive landscape and offers information on several market vendors, including Alibaba Group Holding Ltd., Amazon.com Inc., E-Commerce China Dangdang Inc., GOME Retail Holdings Ltd., JD.com Inc., LightInTheBox Holding Co. Ltd., Rakuten Inc., Sun Art Retail Group Ltd., Suning Holdings Group, and Vipshop Holdings Ltd.

Market Overview

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Market Competitive Analysis

The business-to-consumer e-commerce market in China is fragmented. Alibaba Group Holding Ltd., Amazon.com Inc., and E-Commerce China Dangdang Inc. are some of the major market participants. Factors such as the increase in internet and smartphone penetration, free shipping and unproblematic return policies, and easy payment options will offer immense growth opportunities. However, absence of touch and feel element in online shopping, presence of counterfeit products in online shopping medium, and government regulations and taxes applied to the B2C e-commerce space may impede market growth. To make the most of the opportunities, vendors should focus on growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

To help clients improve their market position, this business-to-consumer e-commerce market forecast report of China provides a detailed analysis of the market leaders and offers information on the competencies and capacities of these companies. The report also covers details on the market’s competitive landscape and offers information on the products offered by various companies. Moreover, this business-to-consumer e-commerce market analysis report of China provides information on the upcoming trends and challenges that will influence market growth. This will help companies create strategies to make the most of future growth opportunities.

This report provides information on the production, sustainability, and prospects of several leading companies, including:

Alibaba Group Holding Ltd.
Amazon.com Inc.
E-Commerce China Dangdang Inc.
GOME Retail Holdings Ltd.
JD.com Inc.
LightInTheBox Holding Co. Ltd.
Rakuten Inc.
Sun Art Retail Group Ltd.
Suning Holdings Group
Vipshop Holdings Ltd.

Business-To-Consumer E-Commerce Market in China: Segmentation by Product

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The report offers an up-to-date analysis regarding the current China market scenario, latest trends and drivers, and the overall market environment. This report provides an accurate prediction of the contribution of all segments to the growth of the business-to-consumer e-commerce market size in China.

    Business-To-Consumer E-Commerce Market In China Scope




    Report Coverage


    Details




    Page number


    120




    Base year


    2019




    Forecast period


    2020-2024




    Growth momentum & CAGR


    Decelerate at a CAGR of 31%




    Market growth 2020-2024


    $ 3851.34 billion




    Market structure


    Fragmented




    YoY growth (%)


    45.23




    Regional analysis


    APAC and China




    Performing market contribution


    APAC at 50%




    Key consumer countries


    China




    Competitive landscape


    Leading companies, competitive strategies, consumer engagement scope




    Companies profiled


    Alibaba Group Holding Ltd., Amazon.com Inc., E-Commerce China Dangdang Inc., GOME Retail Holdings Ltd., JD.com Inc., LightInTheBox Holding Co. Ltd., Rakuten Inc., Sun Art Retail Group Ltd., Suning Holdings Group, and Vipshop Holdings Ltd.




    Market Dynamics


    Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and future consumer dynamics, market condition analysis for forecast period, 




    Customization purview


    If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

Business-To-Consumer E-Commerce Market in China: Key Highlights of the Report for 2020-2024

CAGR of the market during the forecast period 2020-2024
Detailed

Snapshot img

Digital Commerce Market Size 2024-2028

The digital commerce market size is forecast to increase by USD 3,634 billion at a CAGR of 16.6% between 2023 and 2028. The market is experiencing significant growth, driven by vigorous internet penetration and advancements in technological digital commerce platforms. The increasing use of smartphones and the convenience they offer for online shopping have contributed to the market's expansion. Additionally, the trend towards contactless transactions and social distancing during the COVID-19 pandemic has accelerated the shift towards digital commerce. Robotics and advanced technologies like smartphones and laptops facilitate seamless transactions. However, challenges persist, including growing data privacy and security concerns, which require strong security measures and transparency from digital commerce platforms to maintain consumer trust. The market's future growth is expected to be fueled by continued technological advancements and the increasing adoption of digital commerce solutions by businesses of all sizes.

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The market refers to the buying and selling of goods and services through an electronic network, specifically the Internet. This market encompasses various types of transactions, including Business-to-Consumer (B2C), Business-to-Business (B2B), Consumer-to-Business (C2B), and Consumer-to-Consumer (C2C). The market is driven by the increasing use of the Internet in homes and offices, and the widespread adoption of computers, tablets, cell phones, and broadband connections. E-commerce sector players require digital marketing expertise to establish an online presence and attract customers. Retailers in industries such as industrial and logistics are increasingly leveraging e-commerce to reach a broader audience. Women and social networking sites also play a significant role in driving e-business growth. Overall, the market is transforming traditional business models and offering new opportunities for businesses and consumers alike.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Business Segment

  Business to business
  Business to consumer


Geography

  APAC

    China
    Japan


  North America

    US


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Business Segment Insights

The business to business segment is estimated to witness significant growth during the forecast period. The market is experiencing significant growth due to the proliferation of smart phones, multiple payment modes, and cross-border e-commerce. CXOs are increasingly focusing on digital commerce visibility to expand their businesses, leveraging AI, machine learning, and in-memory technologies. Small and medium-sized businesses are embracing SaaS delivery models to enhance their online presence and reach a wider customer base. Cyber security issues and online frauds are major concerns, necessitating the implementation of advanced security measures such as block chain and memorandums of understanding with logistics, warehouse, and transportation service providers. Online sales are no longer limited to homes and offices, with the rise of mobile commerce, social commerce, and local commerce.

Additionally, digital marketing expertise is essential for retailers to effectively engage with consumers through web contacts, social media, and mobile payments. The e-commerce sector is transforming rapidly, offering immense opportunities for innovation and growth.

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The business to business segment accounted for USD 1,294.40 billion in 2018 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 54% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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Digital commerce refers to the buying and selling of goods and services through an electronic network, specifically the Internet. This encompasses various business models such as business-to-consumer (B2C), business-to-business (B2B), consumer-to-business (C2B), and consumer-to-consumer (C2C). E-commerce and e-business are interchangeable terms used to describe this phenomenon, with e-tail being a specific term for businesses that sell products online. Digital commerce software and inventory management solutions facilitate the process, enabling retailers to manage sales and marketing efforts across multiple channels. The automotive segment, manufacturing, retail h

The China Cross-Border E-Commerce Logistics Market report segments the industry into By Service (Transportation, Warehousing and Inventory Management, Value-Added Services (Labeling, Packaging)), By Business (B2B (Business-To-Business), B2C (Business-To-Consumer)), and By Product (Fashion And Appareal, Consumer Electronics, Home Appliances, Furniture, Beauty And Personal Care Products, Other Products (Toys, Food Products, Etc.)).

China E-commerce: Business Turnover: Year to Date: Business to Business data was reported at 11,200.000 RMB bn in Jun 2018. This records a decrease from the previous number of 20,500.000 RMB bn for Dec 2017. China E-commerce: Business Turnover: Year to Date: Business to Business data is updated quarterly, averaging 4,575.000 RMB bn from Dec 2007 (Median) to Jun 2018, with 24 observations. The data reached an all-time high of 20,500.000 RMB bn in Dec 2017 and a record low of 1,050.000 RMB bn in Mar 2011. China E-commerce: Business Turnover: Year to Date: Business to Business data remains active status in CEIC and is reported by China e-business Research Center. The data is categorized under China Premium Database’s Information and Communication Sector – Table CN.ICG: E-commerce: Market Size of Transaction.

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E-Commerce Market Size 2023-2027

The e-commerce market size is forecast to increase by USD12.95 billion at a CAGR of 27.15% between 2022 and 2027.

The market is experiencing significant growth, driven by several key factors. Firstly, the advantages of e-commerce platforms, such as convenience, accessibility, and a wider product selection, continue to attract consumers. Secondly, technological advancements, including AI and machine learning, are enhancing the consumer experience by providing personalized recommendations and seamless transactions. However, regulatory issues pose challenges to market growth. Governments around the world are implementing stricter regulations on data privacy and security, which can increase compliance costs for e-commerce businesses. As the market continues to evolve, it is essential for businesses to stay informed of these trends and adapt to the changing regulatory landscape to remain competitive.

What will be the Size of the E-Commerce Market During the Forecast Period?

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The market in the United States continues to experience robust growth, fueled by the increasing adoption of smartphones among the smartphone-using population and their subsequent use for browsing digital content. This trend is particularly prominent in sectors such as travel and leisure, financial services, and e-tailing. Technological awareness and connectivity have become essential drivers of consumer behavior, leading to the widespread use of online marketing tools like Google Ads and Facebook Ads, as well as social media applications for communication and buying and selling goods and services. Established organizations and large enterprises have responded by investing in infrastructure to improve user experience, reduce operational costs through inventory management systems, and cater to the growing demand for vertical and specialized marketplaces.Overall, the market is poised for continued expansion, driven by consumer wealth, the convenience of online shopping, and the ongoing evolution of digital technology.

How is this E-Commerce Industry segmented and which is the largest segment?

The e-commerce industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2023-2027, as well as historical data from 2017-2021 for the following segments.ApplicationHome appliancesFashion productsGroceriesBooksOthersTypeB2BB2CGeographyAPACChinaJapanNorth AmericaUSEuropeGermanyUKSouth AmericaMiddle East and Africa

By Application Insights

The Home appliances segment is estimated to witness significant growth during the forecast period.

The market encompasses various retail sectors, with home appliances being a significant segment. This matured segment, which includes consumer electronics, houseware, and kitchen appliances, is experiencing a decelerating growth rate. A major challenge in this sector is the absence of a comprehensive logistics platform for the delivery of home appliances bought online. This issue arises due to the supply side constraints, particularly in developing countries, where logistical barriers pose significant challenges. Despite these hurdles, the home appliances segment is projected to remain the largest revenue generator within the market throughout the forecast period. The increasing standard of living and the resulting influence on the global online home appliance market are key drivers for this segment's growth.

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The Home appliances segment accounted for USD 1099.73 billion in 2017 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 48% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The Asia Pacific (APAC) region is projected to lead The market growth due to the expanding internet population and rising adoption of digital technology. With countries like Pakistan, Bangladesh, and Indonesia exhibiting significant potential, the e-commerce sector in these late-adopter nations is anticipated to experience substantial expansion. The increasing purchasing power of the middle class in APAC is another key factor fueling market growth. China, a significant contributor to the e-commerce industry, hosts prominent global companies such as Alibaba and JD. The region's the market is expected to continue its upward trajectory, making APAC a significant influence on the global market landscape.

Market Dynamics

Our e-commerce market researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of driver

China E-commerce: Sales Revenue: YoY: Year to Date: Business to Business data was reported at 25.400 % in Jun 2017. This records an increase from the previous number of 18.180 % for Dec 2016. China E-commerce: Sales Revenue: YoY: Year to Date: Business to Business data is updated quarterly, averaging 25.650 % from Dec 2010 (Median) to Jun 2017, with 14 observations. The data reached an all-time high of 36.000 % in Dec 2011 and a record low of -13.700 % in Dec 2015. China E-commerce: Sales Revenue: YoY: Year to Date: Business to Business data remains active status in CEIC and is reported by China e-business Research Center. The data is categorized under China Premium Database’s Information and Communication Sector – Table CN.ICG: E-commerce: Business Sales Revenue.

Chinese e-commerce players have shown a strong presence in Southeast Asia. In 2024, Chinese e-commerce platforms accounted for ********* of the total e-commerce GMV in the Philippines, while in Indonesia and Vietnam, their market share also exceeded ** percent.

China E-commerce: Business Turnover: YoY: Year to Date: Retail Sales: Rural: Physical Commodity data was reported at 4.900 % in 2022. This records a decrease from the previous number of 10.500 % for 2020. China E-commerce: Business Turnover: YoY: Year to Date: Retail Sales: Rural: Physical Commodity data is updated yearly, averaging 10.500 % from Dec 2019 (Median) to 2022, with 3 observations. The data reached an all-time high of 21.200 % in 2019 and a record low of 4.900 % in 2022. China E-commerce: Business Turnover: YoY: Year to Date: Retail Sales: Rural: Physical Commodity data remains active status in CEIC and is reported by Ministry of Commerce. The data is categorized under China Premium Database’s Information and Communication Sector – Table CN.ICG: E-commerce: Market Size of Transaction.

The size of the Healthcare E-Commerce market was valued at USD XXX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 18.70% during the forecast period. Recent developments include: February 2024: NextPlat Corp is planning to launch OPKO Health-branded online storefronts in China. This new online store will offer wellness products, including nutraceuticals and supplements, to the people of China., April 2022: Flipkart launched Flipkart Health+ for its healthcare business. The app allows third-party sellers to sell their medicines and healthcare products through it.. Key drivers for this market are: Growing Demand For E-Commerce Platform in Healthcae, Increasing Internet Penetration and Smartphone Adoption; Rising Healthcare Cost and Growing Need For Affordable Healthcare. Potential restraints include: Slow Adoption in Low and Middle Income Countries, Issues Regarding Data Security. Notable trends are: The Telemedicine Segment is Expected to Witness Significant Growth Over the Forecast Period.