Executive Summary

The days of perennial standout ecommerce growth in China are over. But emerging retail categories and channels continue to thrive in ways unique to the country. Retailers can leverage these pockets of growth if they get ahead of mounting regulations and shifting consumer behaviors.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. What’s the outlook for total retail and ecommerce sales in China this year?
2. What are the latest estimates for livestreaming ecommerce sales and digital grocery sales in China?
3. How many new digital buyers will come online this year, and what are the trends for existing buyers?

WHAT’S IN THIS REPORT? Our latest forecast for China’s retail sales, retail sales by product category, retail ecommerce, livestreaming ecommerce, grocery ecommerce, digital buyers, and ecommerce by company.

KEY STAT: China’s ecommerce sales will increase by 9.1% this year, the lowest growth since we began our tracking in 2008. However, total new spending will still be huge: China’s digital buyers will shell out $240.13 billion more than in 2021.