After the United States, China remains the world’s second-largest economy and the undisputed leader in global manufacturing, accounting for nearly 29% of global output in 2024. At the same time, it has the world’s largest digital consumer base – making it a highly attractive market for both domestic and international e-commerce players. What makes China’s e-commerce landscape so unique? And what should international brands consider when entering such a dynamic and tightly regulated market? This article explores key trends, consumer behavior, major platforms, and localization strategies to help businesses navigate the opportunities and challenges of selling online in China.

A Snapshot of China

Situated in East Asia, China spans roughly 9.5 million square kilometers – comparable in size to the United States. However, its population is significantly larger, estimated at around 1.41 billion in 2024 (against roughly 300 million in the US). An authoritarian regime governs China, which is administratively divided into 22 provinces, 5 autonomous regions, and 4 centrally administered municipalities.

Beijing, the capital, remains the political and cultural heart of the nation, with a population of approximately 19 million. Shanghai, with over 24 million residents, is China’s industrial and financial powerhouse, while Hong Kong continues to serve as a major commercial hub. Urbanization is still on the rise, with over 65% of the population now living in metropolitan areas. Driven by strong export performance, China’s GDP reached approximately 18.5 trillion USD in 2024 with a year-on-year growth rate of 5.3% in the first quarter of 2024. Domestic demand has shown signs of slowing down while the country continues to grapple with regional income disparities, particularly between coastal cities and inland provinces.

Language and Localization

Modern Standard Chinese (Mandarin) is China’s official language and is spoken by about 80% of the population. While Mandarin dominates, regional dialects like Cantonese (spoken by around 60 million people), Wu (including Shanghainese), and others (Fuzhou, Tibetan, and Mongolian) are still widely used in their respective regions. English remains an official language in Hong Kong, a former British colony, and is commonly used in business contexts there. Interestingly, despite the diversity of spoken dialects, most Chinese citizens can read Standard Chinese characters, which are largely uniform across dialects.

However, for optimal user experience, especially in e-commerce, it’s advisable to localize content into Mandarin as well as Cantonese when targeting mainland China and Hong Kong. Chinese law mandates that product information must be translated into Chinese for all goods sold in the country. Localization is absolutely essential beyond regulatory requirements as well, as English proficiency remains limited among the general population. Chinese-language content can also reach additional large Chinese-speaking communities across Southeast Asia, including in Singapore, Malaysia, and Indonesia.

Internet Usage and Digital Behavior

As of 2024, China has over 1.08 billion internet users, representing more than 76% of the population. The vast majority of users accesses the internet via mobile devices, with desktop usage continuing to decline. Urban areas dominate internet penetration, but rural connectivity is steadily improving. Western platforms like Google, Facebook, and YouTube are blocked and therefore inaccessible. Instead, Chinese users rely on domestic alternatives: WeChat (for messaging and payments), Douyin (the Chinese version of TikTok), and Sina Weibo (a microblogging platform much like Twitter). These platforms are deeply integrated into daily Chinese life, with over 1 billion active social media users in the country.

E-Commerce Trends and Consumer Behavior

China remains the world’s largest e-commerce market. In 2024, the number of digital buyers surpassed 880 million, and e-commerce revenue is projected to exceed 1.6 trillion USD in 2025. Young adults aged 18-35 are the most active online shoppers. Their interests lie mainly in electronics, fashion, and entertainment. They are also highly engaged in social commerce – sharing reviews, livestreaming purchases and product experiences, and following influencer recommendations. Chinese consumers expect detailed product descriptions, plenty of pictures, and also videos. E-commerce websites often appear visually overcrowded and information-heavy compared to Western standards. Adapting your online store to these preferences is crucial for success.

Leading E-Commerce Platforms

Taobao, owned by Alibaba, remains the most visited e-commerce site in China. However, the platform requires businesses to register in China, which creates a barrier for foreign sellers. Tmall and Tmall Global (also part of Alibaba) offer more accessible options for international brands, with Tmall Global allowing foreign companies to sell without a Chinese business license. JD.com and Pinduoduo are also major players, with the former known for its logistics network and the latter for its group-buying model. Alipay (by Alibaba) and WeChat Pay (Tencent) dominate payment methods, with Alipay offering escrow-style protection that delays payment until delivery to boost consumer confidence.

Import and Customs Considerations

China divides imports into ‘prohibited’, ‘restricted’, and ‘permitted’ categories. While most consumer goods fall under the permitted category, regulations can change frequently and vary significantly from international norms. Import rules for mainland China differ from those in Hong Kong, Macau, and Taiwan, which maintain separate customs systems. Foreign businesses must therefore stay updated on evolving trade policies, especially as China continues to adjust its regulatory environment to balance domestic growth with global integration.

Bottom Line

China’s massive population, growing middle class, and digital-first consumer culture offers endless opportunities for e-commerce expansion. Success in this market, however, calls for more than just translation. It demands deep localization, cultural adaptation, and compliance with complex regulatory frameworks. While competition is fierce and domestic brands enjoy strong advantages, foreign companies that invest in understanding the Chinese market can still carve out a profitable niche.



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autor_eurotext_100Author: Eurotext Editorial Team

We explain how internationalization works, provide tips for your translation projects and outline some of the technology and processes used. We also report on current e-commerce developments and cover a range of language-related topics.