E-Commerce in China: Outlook & Retail Trends in 2023

Last Updated: October 30, 2023


How's The Development of E-Commerce in China?

Online & Offline Retail in China
Unit: Billion USD
Online & Offline Retail Growth in China
Unit: %
Retail Value Added (% of GDP) in China
Unit: %
E-Commerce Sales a a % of Retail in China
Unit: %

Financial Environment

Source: World Bank, Payment Providers, eMarketer

In China, There are about 20.8% of people use credit cards, and 66.8% of people use debit cards. While there are 45.3% of people purchase on the internet, there is only 39.8% of people with online banking accounts.

% of People With Financial Accounts
Unit: %
% of People with Credit Cards
Unit: %
% of People with Debit Cards
Unit: %
% of People Exchange Through Digital Channels
Unit: %
% of People Buy Through Online Channels
Unit: %
% of People with Internet Banking Accounts
Unit: %
% of People Pay Utility Bill Online
Unit: %
E-Commerce Sales as a % of Total Retail
Unit: %

Weekly Use of E-Commerce

Source: Statista Digital Market Outlook

E-Commerce Driving Factors

Source: GWI.com (Q3, 2021)

For E-Commerce Customers in ChinaWhat are the major driving factors to purchasing online?

% of respondents think is their main drivers
Source: Multi-select survey

Consumer Goods E-Commerce in China

Source: GWI.com (Q3, 2021)

There is 994.0 million consumer goods e-commerce users in China, and they spend total of around 1.49 trillion USD dollars in 2021. That makes a per capita spending on consumer goods e-commerce of around  1494 USD. Also, in those e-commerce users, about 81.2% of them purchase through their mobile phone.

Market Size of Consumer Goods E-Commerce
Unit: Million USD

Digital Media E-Commerce in China

Source: Digital Market Outlook 2021
Market Size of Digital Media E-Commerce
Unit: Million USD
  • Retail Sales & E-Commerce Penetration: eMarketer, Edge By Ascential, Euromonitor Retail Passport
  • Currency: Based on IMF Data 2022/12
  • Consumer Behavior: Statista Digital Market Outlook
  • Retail Channels: Euromonitor, Local Association, Financial Reports (Of Relevant Retailers)
  • Data Compilation: OOSGA.org
  • Analysis: OOSGA CR Team Analytics
Author: CR Team

Our consumer research practice tracks what customers spend and how they make decisions across major economies in the world.

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