China: Online Retailing Summary & Forecasts to 2023

China: Online Retailing Summary & Forecasts to 2023

China: Online Retailing Summary & Forecasts to 2023


“China: Online Retailing Summary & Forecasts to 2023” report provides a detailed analysis of both the historic and forecast market data of retail sales of different product segments in online channel in China. In addition, it provides an overview of changing shopping trends, the influence of various economic variables on the online retail industry, technology trends and the competitive landscape across product segments. The report also details major online retailers in each category group with their product proposition analysis and market positioning in 2018 along with recent key developments. In-depth analysis of the latest trends in online shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories)

Online sales in China reached C¥2,340.1 billion in 2018, having grown at a CAGR of 31.4% during 2013-2018 and is forecast to grow at a CAGR 20.4% over the next five years to reach C¥5,908.6 billion in 2023. In 2018, China remained as the world’s second largest e-commerce market (trailing behind the US) by contributing over 25% of the global online sales in 2018.


  • Government and retailer initiatives to aid Chinese online retail growth
  • Digital influencers drive online sales of clothing & accessories
  • Intensifying competition in the Chinese online food & grocery market
  • Shopping festivals boost online electricals sales in China
  • Co-branding strategies being adopted by beauty retailers support online sales growth
  • Homewares category drives online sales of the home sector in China
Reasons to buy
  • Gain comprehensive knowledge on 26 product categories in China, online retail market and develop a competitive advantage around consumer behavior trends from the start of your supply chain
  • Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the vital economic and population trends, and key consumer and technology trends influencing the online retail market
  • Investigate current and forecast online trends in each category to identify the best opportunities to exploit
  • Analyze the recommended actions to align your marketing strategies with the crucial online trends influencing consumer behavior
  • Understand the fastest-growing categories in the market with insights on the performance of individual product categories online from 2013, with forecasts until 2023

Drivers and inhibitors
Trends in online retail
Market context
Online retail in the country
Clothing & accessories
Food & grocery
Health & beauty
Definitions and Methodology

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