Insights into the growth of China ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Digital User Insights
Total ecommerce revenue across all product categories is US$1.2 trillion, expected to reach US$1.6 trillion by 2025. Fashion is currently the leading product category, accounting for US$330 billion market share. Toys, Hobby & DIY is second, accounting for US$321 billion .
By 2025, Fashion will still lead, valued at US$454 billion. Toys, Hobby & DIY will also grow, reaching US$441 billion.
Preferred Online Payments
In 2020, 60% of Chinese online shoppers paid by e-wallet, with the next most popular payment method being cards (18%), bank transfer (9%) and cash on delivery (6%).
Where does China buy from?
China imports from South Korea (US$160 billion), Japan (US$139 billion), United States (US$119 billion), Germany (US$109 billion), and Chinese Taipei (US$97.4 billion).
Internet and Device Usage
55% of online shoppers in China shop online via mobile or smartphone. 30% of shoppers make purchases via tablet, and 29% made their most recent purchase via PC.
Total Marketing spend in China has risen in recent years, as advertisers steadily invest more in digital advertising. Digital has grown to the highest market spend reaching US$76.8 billion.
China’s Social Media Penetration is 64% in 2021, with this expected to surpass 56% by 2023. WeChat, Sina Weibo, the short video app Kuaishou, and its domestic rival Douyi are the leading social networks.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.