Over the years, the Chinese e-commerce market has changed a lot, revolutionizing the traditional system for both consumers and sellers. Chinese internet giants have made a real run to become the best e-commerce platform in China through the development of cutting-edge technologies. Thanks to their efforts, the opportunities to increase sales for companies and entertainment for consumers have developed significantly.

The engine of growth in consumption is the new generation of Chinese consumers which is characterized by a motivation to:

  • spend more freely
  • be sophisticated consumers
  • use the internet daily to do any type of business from chatting to buying items

Over the past 10 years, many eCommerce platforms have developed, improved to adapt to the demanding and ever-changing needs of Chinese consumers. In 2021 we can group the main e-commerce platforms in China into these below:

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  1. Tmall
  2. Pinduoduo
  3. JD.com
  4. Kaola
  5. Little red book (Xiaohongshu)
  6. VIP
  7. Taobao
  8. Suning

Some are specific to some industries, others are better for smaller or larger companies. Therefore, how can a company choose the most suitable platform for its sector and its possibilities?

Let’s take a look at some of the most popular Chinese eCommerce platforms and understand their specificities.

China eCommerce Overview in 2021

E-commerce sales in China are on way to surpass expectations as they already reached $1.8 trillion in 2020. Back in 2017, e-commerce sales outpaced estimates by $44.41 billion, driven largely by sales from leader Alibaba’s Taobao and Tmall. Those two will still have a total of 58.2% this year, but Alibaba’s share is shrinking as the market diversifies with the emergence of retailers and newcomer Pinduoduo’s recent success.

In 2020, according to Statista, “the revenue is expected to show an annual growth rate (CAGR 2020-2024) of 6.9%, resulting in a market volume of US$1,309,535m by 2024.”

From 2015 to 2018, Alibaba’s share of e-commerce sales in China fell from 77.6% to 53.5%. Alibaba’s e-commerce sales are now growing slower than the overall e-commerce growth rate of 34.3% with Alibaba’s sales forecast to increase just 22.8%.

In addition, the rapid expansion of cross-border e-commerce has offered opportunities for small and medium-sized enterprises to participate in world trade.

Consumption among the upper-middle-class is still growing so fast, over 17% per year, and, by 2020, has accounted for $1.5 trillion in urban China. That compares with a 5% growth rate among emerging-middle-class and middle-class consumers.

However, the emerging middle class and the middle class will remain the largest consumers in many categories, in particular rapidly evolving consumer goods such as personal care products and detergents.

Five key trends driving China’s E-Commerce market

  1. China E-commerce shopping festivals
  2. Consumption upgrade in the Chinese Ecommerce Sector
  3. A new form of retail: online and offline integration
  4. Digital payments
  5. The boom of Social media and e-commerce integration in China

1. China E-commerce shopping festivals

E-retailers are creating more shopping festivals and themes to increase consumer engagement. For example, over 79% of consumers said they planned to participate in Double 11.

  • Alibaba got 168 billion RMB in sales and 39% growth on Singles’ Day,
  • JD.com, achieved RMB 127 billion during this same period, with over 50% growth.

Double 11 and some shopping festivals are a key opportunity for local and international brands to leverage the enthusiasm for shopping among Chinese consumers. Chinese consumers are looking to experience, try new things, and buy products that may be new to them. These shopping festivals are a perfect opportunity for new brands to enter the Chinese market.


Consumption upgrade in the Chinese Ecommerce Sector

With the rise of disposable income, consumers are more confident in spending their money on a number of categories such as food, cosmetics, and clothing. The demand for fashion is growing much faster than other consumer demands. Middle- to upper-class consumers are now increasing their demand for goods that are not available domestically.   For this reason, the number of Chinese online platforms and cross-border shopping sites where high-end and niche international brands are growing in popularity and are also driving the consumption updating movement.   The proportion of consumers who had recently made a cross-border e-commerce purchase reached 67% in 2017, compared with only 34% in 2015. Imported goods are liked by Chinese consumers for their good quality, health and safety, and even package design.   Thanks to various online platforms, such as Kaola.com, Tmall Global, and JD Global, Chinese consumers now can have broad access to products from overseas.

A new form of retail: online and offline integration

Since the term “new retail” was used by Jack Ma in 2016, it has been an important topic for manufacturers and retailers alike. This concept involved the integration of online and offline retail elements, including products, services, logistics, big data, marketing, management, and so on.   Currently, in China, online players are taking the initiative to drive this integration. For example, the largest e-commerce platform in China, Alibaba recently invested $2.9 billion in China’s biggest offline retail group, Sun Art.     The online to Offline (O2O) business model is transforming the retail industry. Both Alibaba and JD.com are also focusing on the millions of other grocery stores in China, as they believe these shops are places where consumers can be targeted to drive further penetration of payment platforms and e-commerce.

Digital payments are the main payment method for Chinese consumers

Alipay and WeChat Pay are the most popular online payments in China, and they are already an integral part of e-commerce platforms such as Alibaba and JD.com.

Online financial companies like Alibaba’s Ant Financial and JD.com’s Baitiao are becoming very famous among Chinese consumers, especially millennials, due to low fees and convenient user experience. The disposable income and consumer confidence rise, is encouraging them to spend even more online.   Online wallets are the top payment method, nearly 33% of Chinese shoppers use them to complete transactions. Roughly half of all China’s eCommerce sales are made on mobile devices. There are dozens of mobile eCommerce platforms, but in 2017 Taobao had the most monthly active users at 253.2 million.   

The boom of Social media and e-commerce integration in China 

Social media are the main platforms where people come to interact with one another, what’s making it an ideal place to share and comment on products. As the number of mobile users rises, the importance of social media has increased.   The high concentration of mobile e-commerce has accelerated the transition of the advertising ecosystem. Thus social media has become a crucial tool for marketing, especially when they are communicating and engaging with potential consumers.     We have observed a trend from social media apps to turn toward eCommerce in the last few years.  The three biggest social media players used to WeChat, microblog Weibo, and social network QQ Zone. They are still big but a serious competitor has emerged: Short Videos App (Douyin/TikTok or Kuaishou for instance).    

WeChat & its vision of China’s eCommerce

WeChat allows retailers to feature online stores and has a convenient third-party payment function (Wechat Pay). 

It also features push messages to introduce new product lines or deliver promotions. U.S. companies interested in exploring social media avenues and working with these sorts of social media players should seek to work with a local marketing partner to develop a strategy and support execution.

China e-commerce world: what opportunities does it offer to brands?

Why is localization so important in China?

With the development of new technologies, building a beautiful and dynamic website is not a big deal. The important thing that really matters is building a website that is relevant to your target customers.

China is a challenging market for foreign brands and Chinese netizens are difficult to please. They have a unique language, different symbolic colors, and philosophies, they face a different ecosystem and online regulations. This market is just too enormous to be ignored, so it’s important to adopt the best practices to set up your e-commerce design for China that will mean taking a big step for your brand’s success.

GMA helps brands join China’s most popular e-commerce platform. We provide comprehensive and diversified professional managed e-commerce services like:

  • the registration and opening of online shops
  • store decoration design
  • upload product
  • daily customer communication operation, and maintenance
  • optimization of promotional activities inside and outside the platform

What are the most used e-commerce platforms in China?

The most used e-commerce sites in China in 2021 are:

  • Taobao
  • Tmall and Tmall B2D
  • JD.com
  • Little Red Book (Xiaohongshu)
  • Suning
  • Kaola
  • Pinduoduo

But let’s get to know them in detail. What is the most suitable e-commerce platform for your brand?

Taobao: Idea incubator for Chinese Ecommerce

Alibaba-owned Taobao is unknown to the e-commerce industry. The C2C giant sells almost everything,  from pets to vehicles.  Taobao owes its success as the market leader in this industry by offering free registration for its users.

Taobao.com, the most popular online shopping site in China, is a platform for small businesses and individual entrepreneurs to open online retail stores. It features a variety of items and cheap prices. In fact:

  • the products are usually offered by small business owners,
  • buyers are very careful buying things, they check several aspects including the shop credit, customer satisfaction rate, and comments before making their final decision.

The app has recently launched its affiliate program: Taoxiaopu. Taobao has rebranded itself as a platform that encouraged entrepreneurship and young designer to find their fame online instead of being the online version of a fake goods market.

Taobao Live Streaming Feature

Taobao has also launched a live streaming program in collaboration with Weibo. The program is called Taobao Live and allows businesses to promote themselves via live video to consumers searching for information and content regarding various categories. Live streaming is becoming incredibly popular and hard to avoid these days. Especially during a global pandemic, Taobao Live has gained immense popularity. Live streaming has proved itself to increase ROI and Conversion rate.

Weitao: Taobao’s social ecommerce platform

Another major feature within the Taobao ecosystem is Weitao. Weitao is a social eCommerce platform that can be accessed within Taobao and Tmall. This social function is incredibly engaging for consumers and since it is built within Taobao and Tmall, customers can quickly access and purchase products from Weitao. Although the function was introduced in 2013, it has gained increasingly more popularity over the last few years as KOLs and social eCommerce have grown in tandem.

On Taobao, We help brands:

  • contact and confirm with the platform for product entry
  • e-commerce consultancy
  • page design on Taobao
  • Marketing and advertising
  • live streaming/video footage

Read: Merchants Guide to Selling on Taobao

Tmall: China’s eCommerce Giant

Another e-commerce platform owned by Alibaba is Tmall focused on B2C services. It is a virtual shopping center that hosts many international brands, such as Gucci, Calvin Klein, Burberry, and many others.

It is more high-end than Taobao and the requirement to enter as a seller is high. The idea is simple, only quality sellers are allowed, when one is ordering on Tmall, one does not have to worry about what he/she will receive. For more details about our Tmall services click here

To operate on Tmall, a company is required by regulation to use what is called a “Tmall Partner” which is a third-party company that helps to provide assistance in onboarding and operation for businesses that are working on Alibaba’s platforms such as Tmall.

A few specific functions of Tmall partners are as follows:

  • Create an operation plan
  • Execute store opening
  • Decorate the store and enter the product information
  • Webstore maintenance: Product management, campaign planning, and execution
  • Execute day-to-day marketing and promotions: Network promotions, daily consumer marketing, brand marketing
  • Customer Service
  • Logistic services: Cross-border logistics, warehouse services, courier services
  • Webstore analytics

Tmall partners can be found through official lists provided through Tmall where businesses can assess the quality and reputation of various Tmall partners and choose one that fits the needs and scope of the business (GMA is an Official Tmall Partner).

Tmall also offers a cross-border service for foreign entities that do not have a presence in China and wishes to try out the market. The requirements are still quite high. In summer 2019 however, the platform has released TOF (Tmall Oversea Fulfillment) to encourages smaller brands and give them a chance on the Chinese market.

Tmall Global is perhaps the most interesting sub-platform within the Tmall ecosystem for foreign companies. Tmall Global allows for international brands to sell their products directly to Chinese consumers within the Tmall/Taobao mobile apps. Although there are stringent requirements for registering a Tmall Global account (i.e. registration, partnership with Chinese entities, etc.), this is an incredibly effective and well-worth acquiring tool for companies that want to reach more Chinese consumers directly.


Tmall B2D: For brands to find Online Distributors in China

Tmall B2D has implemented a new B2D strategy (Business to developers) to resolve the problem of distribution in China. This solution is considered as the new revolution of distribution in China because major companies like Alibaba have started to find ways to arrange this market.

Tmall B2D manages to connect distributors with the brand directly to avoid any intermediate connections, by gathering all distributors and helping them to connect with the brand.

This platform allows significant gains for all participants (the final customer, as well as the intermediary distributors) and therefore the success of the product and its brand in China.

We are an E-Commerce Agency and a Tmall Partner. We help brands to sell their products on Tmall through:  

  • Consulting & Strategy
  • Tmall store design
  • Marketing and Promotion for Tmall
  • Tmall Management

JD.com: eCommerce platform trusted by Chinese Consumers

Founded in 1998, JD.com is the largest B2C online retailer in China and one of the biggest competitors to Alibaba. It provides about 400,000 new products including cell phones, home appliances, apparel, wedding events, electronics, books, and more. It also has an English version website en.jd.com.

It features a fast delivery service and guaranteed product quality. The main problem is it does not support instant online customer service and its customer-service phone is hard to get through.

JD Mall offers direct sales of electronics products, general merchandise, books, home appliances, digital communications, apparel, food, and other goods.

JD Global: how much does it weigh on the Chinese eCommerce cross-border market?

JD Mall’s cross-border service, JD Worldwide, allows international merchants to sell directly to Chinese consumers without a physical presence in China. The company has the largest fulfillment JD Logistics which provides business partners with supply chain solutions, including warehousing, delivery, and after-sales service.

Similar to WeChat, JD is now implementing mini-programs of its own which act as an app within the app. This allows businesses to create programs with specific features that highlight their brand – opportunities for direct sales, promotions, functions for delivery and order, and many more. Furthermore, this allows consumers to use payment systems within the app which removes yet another step and barrier for conversion. 

JD is growing out of the electronic appliances segment

Although JD was once known as a primarily tech-focused platform, in recent years, the company has innovated quite rapidly into other industries. For example, it has taken similar action to other large eCommerce platforms by venturing into the grocery industry. JD’s grocery chain, 7Fresh, has opened up several stores where customers can experience a high-tech grocery shopping experience. Customers can pay directly via JD’s payment system or through the more widely used WeChat Pay. The chain also offers 30-minute delivery for customers within a three-kilometer radius. 

In addition to the grocery service, JD has also developed a strong presence in other industries such as the beauty segment.

Furthermore, similar to Tmall’s Tmall Global platform, JD has also developed its own global eCommerce platform with a similar name, JD Worldwide. JD Worldwide allows foreign businesses to sell directly to Chinese consumers via the JD platform. This is favorable for these foreign businesses because they do not need to have a warehouse or logistics presence in China and can ship directly to consumers using JD’s logistics system.

Learn more about our JD.COM services by just clicking here. and read our guide to sell more on JD here

 Our JD eCommerce Solutions:

  • JD.COM store Setup
  • JD.COM Design
  • JD products Update
  • JD store Management
  • Commission
  • JD Promotion  


Little Red Book (Xiaohongshu): Birth Place of Social eCommerce in China

Little Red Book, founded in 2013, has over 100 million monthly young users. The app combines social media and e-commerce. Little Red Book grew very fast into a forum where users post-shopping tips, including must-have products and stores frequented by local residents.

The Little Red Book app displays product photos and videos posted by users as soon as it starts up. Cosmetics, clothes, and bags come with reviews, ratings, and user backstories on purchases. People can research products and buy them through the platform.

Read: the Little Red Book: a key tool for beauty brands in China

Chinese Social media: Little Red Book social ecommerce platform

Little Red Book is currently the most trusted social shopping platform with the main market and target audience on the app being consumers looking for fashion and luxury goods. That means that primarily women, mothers, and those interested in beauty industry content are highly concentrated demographics on the app. These users also tend to be both young and wealthy which makes them highly valuable in terms of conversion rates.   The power of social influence, KOLs, and word-of-mouth marketing is the key to Little Red Book’s astonishing success and growth. Users on the platform are highly interactive and engaged.   GMA can help you by offering you services like:

  • RED Store Setup
  • Influencers Campaign
  • Ecommerce Management

VIP.com: a Chinese eCommerce App focused on the beauty market

VIPShop focuses on discounts and flash sales. The online retailer partners with over 1,000 brands to bring certain amounts of items at a lower price for consumers. The site mainly covers clothing and electronics. It was one of very few Chinese tech stocks to list in the US this year.

Read: Guide To Sell in China on Vip Shop

Suning: Online Place to sell Electronic in China

Suning.com is one of the largest non-government retailers in China, headquartered in Nanjing, Jiangsu Province. Suning’s e-commerce platform categories include physical merchandise, such as home appliances, 3C products, books, general merchandise, household commodities, cosmetics, and baby care products, content products, and service merchandise.

Suning Commerce Group Co., Ltd. principally operates franchised retail shops of electronics appliances in China. The Company mainly offers color televisions (TVs), audio and video (AV) players, disc players, refrigerators, washing machines, digital and information technology (IT) products, small household electronics, air conditioners, telecommunications products, and other products. The company also provides installation and repair services for electronic appliances.

Kaola: The biggest Chinese Cross-border eCommerce platform

Kaola.com has grown by establishing a reputation for featuring reliable, genuine products on its site. It maintains quality by setting up purchasing teams in foreign cities such as Tokyo and tries to keep prices down by negotiating directly with manufacturers.

In a reliability survey of cross-border e-commerce companies in the first half of 2017 conducted by China’s iiMedia Research, Kaola.com topped the ranking, followed by Amazon.com and Xiaohongshu.   Kaola was bought by Alibaba in 2019 for $2 billion. Alibaba intends to allow Kaola to continue operating under its current branding but will inject some additional resources to improve the consumer experience on the platform. This acquisition also has plans to grow Kaola as a cross-border-e-commerce giant to rival other platforms such as Tmall Global and JD Worldwide.

Kaola was bought by Alibaba in 2019 for $2 billion. Alibaba intends to allow Kaola to continue operating under its current branding but will inject some additional resources to improve the consumer experience on the platform. This acquisition also has plans to grow Kaola as a cross-border-e-commerce giant to rival other platforms such as Tmall Global and JD Worldwide.

Pinduoduo, the most innovative Chinese Social eCommerce platform

If none compare to Alibaba and Taobao yet, a  platform has been growing in the shadow of third and fourth-tier cities and slowly eating some of Taobao’s market share.

This platform is Pinduoduo. An app that works with rival giant Tencent and that is promoting social eCommerce. We will talk about it later in the post, don’t miss out.

In the summer of 2019, many things happened in the Chinese eCommerce world, including Pinduoduo beating JD.com as the second-largest e-commerce platform behind Tmall. For years, Pinduoduo has been focusing on smaller Chinese cities by offering the best deal and the possibility for users to work and in hand to get items at a bulk price.

2019 was the time for Pinduoduo to walk in Taobao’s footsteps and show what it was capable of. Not only does the app work directly with suppliers reducing the cost of sold items but it has focused on affiliation working hand in hand with Wechat.

Pinduoduo buyers can get discounts, gifts, and even free items by promoting, sharing links, and pushing people to register on Pinduoduo. This affiliation program worked so well that Taobao’s later launched its own affiliation program know as taoxiaopu.

What are Pinduoduo’s benefits for foreign brands:

  • No registration requirements
  • No sales fees
  • Cheap advertising
  • The possibility of showing the total of sales outside the platforms (great to increase conversion).

To sum up on Chinese Ecommerce apps:

We love the current dynamic in the Chinese eCommerce world. Because the platforms are racing the be the most attractive to customers and brands, we see the development of new marketing tools that are full of opportunities. This race not only means more tools for sellers and buyers but also relaxed requirements to register on these platforms. Believe me, it used to be challenged.

With the development of new technology, one seems to overshadow the rest: Video. Live streaming by KOLs has of course a huge impact on sales conversion but short video ads are also part of the game with unicorn app such as Douyin.

Other platforms like Meituan, JingDong, WeiPin, Tmall, eLeme, Baidu NuoMi, and DianPing all play an active role in the market, but none are nearly as popular as Taobao in terms of active monthly users.

2019 data announced by Alibaba “Annual active consumers on our China retail marketplaces reached 601 million, an increase of 25 million from the 12-month period ended June 30, 2018”

Gentlemen Marketing Agency

We Build your Store, We Promote your Business and You Make it Thrive. There are many ways to sell online in China. Contact us now to discover which solution fits your business best! We Setup Stores and run smart Digital Marketing Campaigns in China.

Gentlemen Marketing Agency is an innovative marketing & E-Commerce Agency in China (We are a Tmall Partner). Our solutions are designed to help you achieve your business goals in China. We have 9+ years of experience in providing an invaluable online strategy to companies looking to penetrate or develop their activity in the Chinese market. We seek to form long-term partnerships with serious projects.

Read more about China Ecommerce:

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  1. We are interested to find out more about your services as we are investigating going directly ourselves in the Ecommerce world in China.

    Please let me know when we can have a brief discussion and if you have any experiences with Sports wear brands entering to China

  2. What are the Chinese marketplaces ranking list?

    top online marketplaces 2018 in China?
    Any source 2019?

  3. Among emerging economies, China’s e-commerce presence continues to expand every year. With 668 million Internet users, China’s online shopping sales reached $253 billion in the first half of 2015, accounting for 10% of total Chinese consumer retail sales in that period.

  4. A great article, the best article i have read about ecommerce and China in 2020.

    What do you recommand for a luxury brand for ecommerce in China?

    1. Hey,

      A great question to which the answer differs greatly depending on how famous the brand is.
      I’m gonna over-simplify the answer, but it should give you a good idea of where to get started:
      Is the brand is new to China, then the priority is Brand Awareness
      If the brand is already in China, has quite a reputation, then it’s time to try new things. Live streaming and Videos for instance.

      Feel free to contact-us, we’de be happy to schedule a call with you and talk more in-depth about the best strategies for luxury

  5. I have to admit I never paid attention to localization, I always thought that translating the website content was enough, very good content! Do you know which shopping festival is the more profitable regarding e-commerce in 2020? There are so many platforms nowadays, thanks!

    1. Shopping festivals are great to run unique campaigns, sell limited editions
      festivals campaigns usually generate more engagement/conversion.
      When you think about localization it also about culture and consumption habits.
      It is rather common for Chinese netizens to buy more during these festivals and to hunt for the best deals.
      For instance: During 11.11 consumers tends to buy necessity products in bulk.
      But if you take a festival like mid-autumn, consumers look for gifts for family reunions

  6. Amazing website sir. A great information given by you in this blog. It really informative and very helpful. Thank you.

  7. Is it possible for brands to sell on severals chinese ecommerce marketplace at the same time? and would you recommened it?

    1. Hi jay,

      Thanks for your question.
      The short answer is yes and yes we would recommend it if your company has the resources.
      It is possible for foreign brands to sell their products on different Chinese eCommerce marketplaces, though it takes a bit more work due to complicated registration and high fees.

      It is very common for well-known brands to be on JD and Tmall and even to have a store on the global version of these eCommerce apps. It shows consumers you are a legitimate brand with enough found to be on many market place. It also helps with conversion, as the more your target audience sees you, the more likely they are to convert at some point when they need something you sell.

      However, it takes a lot of effort to set up and maintain, and it’s probably not worth it if your brand is not well established in the market yet. If you are new in China, we would suggest you focus on 1 app, get familiar with the market, and promote your name. Once your brand awareness in the country is good, you could think about launching several flagship stores.

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