Competitive Landscape
Bytedance Leverages Live Streaming to Narrow the Gap with Alibaba
Retail e-commerce in 2025 remained concentrated, though the landscape became less so over the five years from 2020. In 2020, Alibaba Group Holding Ltd held a share of 43%, which declined to 27% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail E-Commerce industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail E-Commerce in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail E-Commerce in China?
- Which are the leading retailers in Retail E-Commerce in China?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Retail E-Commerce in China - Category analysis
Key Data Insights
Douyin and Xiaohongshu Turn Content into Sales Growth
Douyin and Xiaohongshu Turn Content into Sales Growth
Taobao Instant Commerce Leverages O2o to Capture On-Demand Demand
Xiaohongshu’S Friendly Market Builds Trust to Boost Conversion
Alibaba, Meituan and Jd Drive Instant Retail Expansion to Meet Demand for Speed and Convenience
Marketplace Platforms Secure Dominance as Instant and O2o Retail Accelerate
Ai-Powered Personalisation and Immersive Experiences Deepen User Loyalty and Drive Business Model Evolution
Bytedance Leverages Live Streaming to Narrow the Gap with Alibaba
Retail in China - Industry Overview
Aldi Elevates Value Perception with Gourmet Private Label Launch
Key Data Insights
Aldi Elevates Value Perception with Gourmet Private Label Launch
Bailian Group Transforms Department Store into Youth Lifestyle Hub
Pop-Up Events and Curated Fairs Revitalise Informal Selling
Retail E-Commerce Outpaces All Channels as Instant Retail Expands
Ai-Powered Personalisation and Experiential Spaces Transform Offline Engagement
Cautious Spending and Evolving Values Drive New Strategies for Growth
Bytedance and Jd.Com Accelerate Share Gains as Alibaba Pivots to Instant Retail
Alibaba’S Divestments and Instant Delivery Reshape Competitive Strategies
Informal Retail
Opening Hours for Physical Retail
Seasonality
Country Reports Disclaimer
The following categories and subcategories are included:
Retail E-Commerce
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail E-Commerce
Online sales of new and used goods to the public from a business for personal or household consumption. This figure includes those purchases made via online marketplaces, assuming it is a business-to-consumer purchase. This figure includes the purchase of mobile apps, games, in-app purchases and downloaded versions of recorded music, film, video games, books, journals and magazines. Note: The streaming versions of these media types, which are not tracked in Retail. Goods purchased via quick-delivery services, such as Amazon Prime, are captured here, whereas the subscription fee for such services are excluded. Retail purchases made via hyperlocal or third-party delivery platforms are also included here, whereas the delivery fees are excluded. Retail E-Commerce includes cross-border retail e-commerce sales. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. This category excludes the following industries and channels: • Specialist retailers of motor vehicles; motorcycles, vehicle parts and fuel • The rental, hire and leasing of products • Wholesalers, cash and carry outlets • Consumer-to-consumer transactions • Informal retail which is not declared to tax authorities
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Retail E-Commerce research and analysis database.
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