China remains the world’s largest and most dynamic e-commerce market, with over 1 billion internet users and a highly digitalized consumer base. For international brands, this represents not only massive potential in terms of volume and sales margins, but also a unique opportunity to tap into a mobile-first, trend-driven market. As a result, more global companies are entering China through cross-border e-commerce platforms and localized digital strategies to stay competitive and meet evolving consumer expectations.
China has become the largest online market in the world
E-Commerce in China has established itself as the most profitable industry in the country, whether for small businesses as well as larger ones, all thanks to the influence of the Chinese market throughout the world.
Throughout the article, we will discuss e-commerce in detail, but not before examining the difference between electronic commerce and traditional commerce in China. After that, we will examine the specific steps necessary to sell in China and some of the keys to e-commerce in China.
If you are interested in introducing your company or brand to this market, do not hesitate to contact InfluChina, an e-commerce agency in China whose purpose is to promote the presence of foreign companies in China through strategic collaborations with Chinese influencers.
If you are interested in introducing your company or brand in this market, do not hesitate to contact InfluChina, an e-Commerce agency in China
1. E-commerce in China vs traditional commerce
To distinguish between e-commerce and traditional commerce, it’s important to recognize that traditional commerce involves face-to-face, physical interaction between buyers and sellers. E-commerce, on the other hand, enables transactions without direct contact, allowing consumers to purchase products from virtually anywhere, regardless of geographic distance.
In China, the level of digital transformation is among the highest in the world. As of 2024, over 1.07 billion Chinese citizens are internet users, with 99% accessing the internet via mobile devices. This mobile-first behavior has played a crucial role in shaping the country’s e-commerce ecosystem.
When comparing e-commerce in China to traditional commerce, the difference is further highlighted by the scale: in 2023, China’s e-commerce sales exceeded 2.2 trillion USD, dwarfing figures from other markets, including the United States, which reached approximately 1.1 trillion USD. These figures reflect the dominance and maturity of China’s digital economy, where online shopping has become deeply integrated into everyday life.
China’s e-commerce sales surpassed 2.2 trillion USD in 2023, confirming its position as the world’s digital commerce powerhouse.
2. Current Chinese e-commerce data
To get a good look at the current Chinese e-commerce data, We must take into account that, as detailed in the report Paycomet, that 77% of China’s total sales are through the Internet, ranking first compared to 44% in South Korea, which is in second place.
Furthermore, as we see in the following graph, the online shoppers in China increase exponentially each year, having reached 884 million by the end of 2023, according to ICEX data.
On the other hand, last year, the so-called “titans” of e-Commerce in China increased sales in Spain by 40%. In 2023, the average spending per customer in Miravia was 30 euros, 24 euros on Temu and 35 euros on Amazon.
Online shoppers in China are increasing exponentially every year, having reached 884 million by the end of 2023
Finally, to clarify the importance of this emerging market, it is worth noting that revenues are expected to grow at an annual rate of 12.42% by 2027, resulting in a projected market volume of $2.375 billion.
3. How to start selling online in China
Now that we know what e-commerce is in China and the differences between electronic commerce and traditional commerce, we can move on to the steps to follow to sell in China effectively.
These steps are of great importance and must be followed meticulously, especially if you are a company or organization that does not have any presence in the Asian giant. From InfluChina, we propose the following key points.
Step 1: Market Research in China
The first and indisputable step to selling in e-commerce in China is to study your market and sector in the Asian country in detail. Without having this knowledge, you will not be able to establish good competitive strategies that take you to the highest.
The first and indisputable step in selling in e-commerce in China is to study your market and sector in the Asian country in detail.
It is crucial that you start with a competitive and product analysis: know all the competitors, understand what and how they do it, what are the strategies that lead them to be at the top, and what are their effective ways of promoting the products and services that your company offers.
It is crucial to have a market study previously carried out to define the strategy and to be able to make informed decisions justified by data. If not, you are basically going blind in a market that is so complex and different from the West.
By carrying out a good market study, you will be able to know and identify all the desires and consumer needs for the Chinese audience, analyze the competition, evaluate marketing channels, and adapt your products to the harsh demands of the Asian market.
China’s economy is rapidly expanding, with increasingly intense competition, significant socioeconomic and regional disparities, and constant government regulations. Therefore, consumer-oriented companies must conduct market research in China to develop appropriate market strategies.
We suggest carrying out a market study with the following steps:
1.Analysis of your sector:
- Market summary (history and current situation).
- PEST analysis (political, economic, social, and technological factors).
- Market trends.
- Online and offline distribution channels.
- Analysis of the different product formats in your sector.
2.Analysis of target consumers:
- Analysis of consumer behavior.
- Consumer journey (B2C).
- Consumer analysis by geographical areas.
- Moments of consumption and consumption barriers.
- Purchasing power by cities.
On the other hand, in addition to executing this competitive and product analysis and knowing the regulations, it is essential to know all the restrictions specifically existing ones, which are not few, and study the import processes of your particular sector. The third step would be:
3.Competitive analysis:
- Analysis of products, sales formats, and prices.
- Presencia online vs. offline.
- Digital strategies and marketing campaigns.
It is essential to know all the specific restrictions and study your particular industry import processes.
Step 2: Storage and Logistics Planning
The next step to effectively selling in China is to clearly define storage and logistics locations. You can choose to have the storage in your home country or in China, and based on that decision, you can make cross-border e-commerce basic electronic commerce.
The marketing of products over the Internet between two parties hosted in different countries is known as cross-border commerce or cross-border e-commerce (CBEC). In addition to the web platform, it includes payment gateways, logistics, marketing, and other processes.
You can choose to have the storage in the country of origin or have it in China, and based on that decision, you can do cross-border e-commerce or basic e-commerce
It must be taken into account that, unlike Tmall, not all e-commerce platforms in China offer the possibility of cross-border trade or internal trade (from China), so it may be a good option.
Step 3: Choosing the Right Chinese E-Commerce Platform
There is not a single suitable e-commerce platform in China, but you have to use those that are most appropriate for the sector where you are, for your target audience, and for the changes and needs of the market.
There is not a single suitable e-commerce platform in China, but you must use those that are most appropriate for your sector.
However, here we mention in detail what the most effective e-Commerce platforms in China are for any company interested in penetrating the market, taking into account the corresponding adaptation that must be carried out after analyzing your market.
Tmall and Tmall Global: Key Platforms for Foreign Brands in China
Tmall, a leading B2C platform under the Alibaba Group, is one of the most trusted e-commerce marketplaces among Chinese consumers. Known for its high-quality product offerings and curated brand environment, Tmall is particularly favored by international brands looking to establish a strong presence in China. The platform offers a multi-category shopping experience, hosting a wide array of global and domestic brands across sectors like fashion, beauty, electronics, food, and lifestyle.
For foreign businesses entering the Chinese market, Tmall Global is often the preferred entry point. Designed specifically for cross-border commerce, it allows international brands to sell directly to Chinese consumers without a physical entity in China. This significantly reduces regulatory and operational hurdles while still providing access to Tmall’s vast customer base and robust logistics infrastructure through Alibaba’s Cainiao network.
On the other hand, brands with a more established presence or deeper understanding of the Chinese market may opt for Tmall Classic (Tmall Domestic). This version of the platform is tailored for companies registered within mainland China and offers greater integration with local systems, faster delivery options, and more extensive marketing tools within the Alibaba ecosystem.
Tmall offers two distinct pathways—Global and Classic—making it easier for both newcomers and established brands to succeed in China’s competitive e-commerce landscape.
Choosing between Tmall Global and Tmall Classic depends largely on the brand’s market readiness, operational capacity, and long-term China strategy.
Table: Tmall Global vs. Tmall Classic – A Complete Comparison
Aspect | Tmall Global | Tmall Classic (Domestic) |
Business registration | No legal entity required in China | Requires a locally registered company in China |
Seller type | Foreign brands selling from overseas | Domestic brands or foreign brands with local presence |
Logistics | Cross-border shipping via Cainiao network | Local warehousing and faster delivery |
Store interface language | Chinese for consumers; English support available for sellers | Entirely in Chinese |
Payment methods | RMB via Alipay with automatic currency conversion | RMB via Alipay and other local methods |
Operational costs | Platform fees + cross-border logistics | Platform fees + local operational costs |
Speed to market | Faster entry (no local entity needed) | Slower entry (requires local setup and licenses) |
Best suited for | Newcomers testing the market with limited local infrastructure | Established brands with local operations and long-term plans |
JD.com: A Trusted E-commerce Powerhouse for Premium Brands in China
JD.com (also known as Jingdong) is one of China’s largest and most reputable e-commerce platforms, known for its commitment to authentic products and fast, reliable delivery. Unlike marketplaces that rely heavily on third-party sellers, JD.com follows a hybrid model, combining direct sales with a curated third-party marketplace, giving brands more control over product presentation and logistics.
With a reputation for trust and efficiency, JD.com is the platform of choice for high-end brands entering China’s digital marketplace.
Particularly dominant in categories like consumer electronics, home appliances, and personal technology, JD.com is the go-to platform for brands aiming to launch premium and high-value products in China. The platform is especially appealing for foreign companies that prioritize quality assurance, brand integrity, and end-to-end supply chain control.
JD also offers JD Worldwide, its cross-border e-commerce solution, which allows international brands to sell directly to Chinese consumers without a local business license. With its own sophisticated logistics infrastructure (JD Logistics) and cutting-edge AI-driven retail technology, the company ensures fast shipping, even to lower-tier cities—an increasingly important segment in China’s online market growth.
In recent years, JD.com has expanded beyond electronics, building strong verticals in fashion, beauty, health, and grocery, further solidifying its position as an all-in-one e-commerce ecosystem.
Xiaohongshu (RED): The Rising Star of Social E-commerce in China
Xiaohongshu, also known as Little Red Book or RedNote, is one of the most influential platforms in China’s digital ecosystem—blending social media, content creation, and e-commerce into a seamless user experience. Originally launched as a space for users to share product reviews and lifestyle tips, Xiaohongshu has grown into a powerful social commerce platform, especially popular among young, urban consumers focused on beauty, fashion, wellness, and niche lifestyles.
What makes Xiaohongshu particularly unique is its trust-based content model, where users rely on authentic user-generated content (UGC). This has positioned the platform as a key player in xiaohongshu marketing, where storytelling, community-building, and soft-sell strategies outperform traditional advertising.
While many purchases are still completed on platforms like Tmall or JD.com, Xiaohongshu enables direct in-app purchases via shopping cart icons integrated into posts, creating a smooth journey from inspiration to transaction.
Brands working with xiaohongshu influencers gain access to highly engaged communities. For instance, L’Occitane collaborates with beauty creators to showcase skincare routines, tutorials, and reviews. These posts often include product links—either to Xiaohongshu’s mini-stores or external e-commerce platforms—turning influencer content into a direct sales channel.
With over 260 million monthly active users as of 2024, Xiaohongshu is no longer just a discovery platform—it’s a vital tool for any brand seeking to build long-term consumer trust and drive sales through xiaohongshu marketing strategies that prioritize authenticity and engagement.
Pinduoduo: Social Commerce and Group Buying at Scale in China
When talking about e-commerce in China, it’s impossible to overlook Pinduoduo, a platform that has rapidly grown to become one of the country’s top players—just behind Tmall and JD.com in terms of active user base. What sets Pinduoduo apart is its unique focus on social commerce and its innovative group purchasing model, where users are encouraged to team up with friends, family, or even strangers to get better deals on products.
This model is deeply rooted in a social shopping experience, where engagement and virality drive conversions. Through features that blend entertainment and shopping—such as mini-games, flash deals, and limited-time group discounts—Pinduoduo has built a massive following, especially in lower-tier cities and price-sensitive segments of the population.
Pinduoduo combines low prices with viral shopping experiences, making it China’s most successful social commerce platform.
Another distinctive feature is Pinduoduo’s Consumer-to-Manufacturer (C2M) model, which connects buyers directly with producers. This not only reduces supply chain inefficiencies but also enables extremely competitive pricing, tailored product development, and faster time-to-market. As a result, Pinduoduo has positioned itself as one of the most innovative platforms in China’s e-commerce landscape.
Users are drawn to Pinduoduo for its accessible prices, frequent discounts, and the added incentive of getting friends involved to unlock better deals. This makes it especially effective for brands looking to reach value-driven consumers and gain traction through viral, community-based marketing strategies.
Douyin: Short-Video E-commerce Driving Real-Time Conversions in China
As a central player in the fast-evolving world of ecommerce in China, Douyin—the Chinese version of TikTok—has transformed from a pure short-video app into a dynamic social commerce platform. Since launching its e-commerce capabilities in 2018, Douyin has redefined how Chinese consumers discover and purchase products, initially by partnering with platforms like Taobao and JD.com. Today, users can complete purchases directly within Douyin, thanks to its fully integrated e-commerce ecosystem.
In 2020, Douyin introduced native storefronts, allowing brands and retailers to establish online shops directly inside the app. This feature quickly gained traction among China’s younger, mobile-first consumers, who value speed, entertainment, and authenticity in their shopping experience.
Combining video, influencers, and native shopping features, Douyin is at the forefront of ecommerce in China.
A key to success on the platform is collaboration with Douyin influencers, also known as KOLs (Key Opinion Leaders). These creators play a crucial role in Douyin marketing, building trust through engaging product reviews, tutorials, and live-stream sessions that drive high conversion rates. The Douyin influencer model is especially effective for brands aiming to increase both visibility and sales within the platform.
To further support brand growth, Douyin advertising offers powerful tools such as in-feed video ads, splash screen ads, and live commerce promotions, allowing brands to reach targeted audiences at scale. Combined with Douyin’s advanced analytics and real-time performance tracking, these advertising tools have become essential to any successful ecommerce in China strategy.
Douyin also provides dedicated support for merchants, including onboarding programs, campaign optimization tools, and access to consumer insights—helping brands fine-tune their content and selling approach in a competitive, fast-moving environment.
Comparison of Leading E-commerce Platforms in China
With a vast and ever-evolving digital landscape, ecommerce in China is powered by several major platforms, each with unique strengths, user profiles, and marketing dynamics. For foreign brands, selecting the right platform is crucial to building an effective China marketing strategy and connecting with the right audience.
The following table provides a comparison of China’s top e-commerce platforms to help you assess which best suits your product, goals, and brand positioning:
Platform | Core Strength | User Profile | Sales Model | Best For | Marketing Approach |
Tmall (Classic & Global) | Premium brand image, strong trust | Middle to upper-class consumers | B2C, cross-border | Established brands, high-quality products | Search ads, platform promotions, KOLs |
JD.com | Fast delivery, high-quality electronics | Tech-savvy, price-sensitive shoppers | B2C, direct + third-party | Consumer electronics, household goods | JD ads, flash sales, festival campaigns |
Xiaohongshu (RED) | Authentic content + lifestyle influence | Young, female, urban Gen Z & Millennials | Content-driven + DTC | Beauty, fashion, wellness, niche brands | UGC, Xiaohongshu influencer campaigns |
Douyin | Viral short-video + impulse buying | Gen Z and Millennial mobile users | Live commerce + short video | Trendy products, FMCG, cosmetics, gadgets | Douyin influencer content + Douyin advertising |
Pinduoduo | Low prices + group buying gamification | Lower-tier city users, budget-focused | Social group purchasing (C2M) | Value products, agriculture, daily essentials | Group discounts, viral challenges, coupons |
Find a TP (Tmall Partner) or e-Commerce agency
The final—and often most critical—step to successfully entering the ecommerce in China landscape is partnering with a Tmall Partner (TP) or experienced e-commerce agency. These local experts manage everything needed to establish and grow your brand in the Chinese market. A prime example is InfluChina, a trusted agency specializing in helping foreign brands navigate and succeed in China’s complex digital environment.
A Tmall Partner or e-commerce agency typically offers a comprehensive range of services, including:
- Market and competitor analysis: Understanding what works in your category, evaluating industry trends, and analyzing the strategies of top competitors.
- Branding and marketing strategy: Agencies like InfluChina help tailor a China marketing strategy aligned with your brand identity, product positioning, and target audience.
- Store setup: From launching your official store to uploading product catalogs and crafting localized product descriptions, everything is handled.
- Operational and logistics management: This includes inventory management, order fulfillment, product updates, and monthly performance reporting.
- Customer service: Ensuring fast, localized, and culturally relevant customer support in Mandarin.
- Marketing campaign execution: Managing key sales events like Double 11 (Singles’ Day), coordinating promotions across social platforms, running in-platform advertising, and synchronizing campaigns for maximum impact.
By working with a professional Tmall Partner or agency such as InfluChina, brands gain a reliable local team that understands the nuances of ecommerce in China—from platform algorithms to consumer behavior—and can build an effective marketing in China approach from the ground up.
If you’re looking to effectively enter the Chinese e-commerce market, don’t hesitate to contact InfluChina and discover how the right partner can open the door to long-term success in one of the world’s most dynamic online marketplaces.
InfluChina: Your Gateway to Success in the China Ecommerce Market
Driving Sales with Chinese E-Commerce Apps
To maximize your impact in the China ecommerce market, consider these strategies:
Influencer Collaboration
Partnering with Chinese influencers, known as Key Opinion Leaders (KOLs), can dramatically boost your brand’s visibility and credibility.
Multichannel Strategy
Embrace a multichannel approach by establishing a presence on major Chinese e-commerce apps and social media platforms to enhance brand loyalty and consumer engagement.
Localize Your Brand
A fundamental step in any effective China marketing strategy is localizing your brand—not just in language, but in how it connects with the values, habits, and expectations of Chinese consumers. This process is essential to build credibility, relevance, and emotional connection in one of the world’s most competitive digital markets.
Key aspects to consider when localizing your brand for marketing in China include:
- Adapted communication style: Your tone of voice, storytelling, and visual content should reflect Chinese cultural norms and consumer psychology. From the way you present your brand values to how you interact on social platforms, communication must feel natural and culturally relevant to your target audience.
- Chinese brand name: Creating a localized name is crucial. It’s not only about phonetic similarity but also choosing characters with positive meanings and avoiding any unintended connotations. A strong Chinese name enhances recognition and consumer trust.
- Culturally aligned visuals and symbols: Review your logo, color palette, icons, and brand imagery to ensure they resonate with Chinese aesthetics and do not conflict with cultural sensitivities. Even minor visual adjustments can significantly improve brand perception.
By aligning your brand with local expectations while maintaining your identity, you can position yourself for long-term success in ecommerce in China and stand out in a highly competitive landscape.
FAQ
FAQs About Ecommerce in China
What is the best ecommerce platform in China?
The choice depends on your specific needs, but Tmall, JD.com, Pinduoduo, and Douyin are among the top contenders.
How much does it cost to open an online store in China?
Costs vary based on the platform but typically include registration fees, initial deposits, and product category-based commissions.
What defines ecommerce in China?
Ecommerce in China refers to the online buying and selling of goods and services, encompassing both domestic and cross-border transactions.
What advantages does ecommerce offer over traditional commerce?
Ecommerce in China offers cost efficiency, convenience, speed, and a broader reach compared to traditional methods, making it an essential strategy for businesses looking to succeed in the digital age.
What is cross-border e-commerce in China?
Cross-border e-commerce in China involves transactions between Chinese consumers and foreign businesses, facilitated by platforms that support international trade.
By understanding and leveraging the unique aspects of the China ecommerce market, foreign companies can effectively tap into one of the world’s most dynamic economic landscapes.
