China’s E-Commerce Giants at a Glance: From Alibaba to Temu

In recent years, China has become one of the most dynamic e-commerce markets in the world. The digital economy now accounts for an ever-growing share of the country’s GDP and continues to shape the buying habits of more than 1.3 billion people.

By 2024, over a quarter of all consumer goods in China were already sold online  far above the global average. This shows how strongly e-commerce drives the Chinese economy today, not only through sales volume but also as a major source of employment for millions.

Any Western company looking to expand and succeed in China, must know its leading online retail platforms. This guide offers an overview of China’s top e-commerce players, explains what makes them unique, and outlines the opportunities they create for international brands and retailers.

It answers questions such as:

• Which e-commerce platforms dominate the Chinese market?
• What alternatives to Amazon exist in China?
• And what should foreign companies keep in mind to compete successfully in this highly competitive environment?

Overview of China’s E-Commerce Market

China’s online retail sector continues to grow at an impressive pace and according to current forecasts, the market is expected to reach a volume of around 3.6 trillion US dollars (CNY 25.4 trillion) by 2028.

There are several factors driving this expansion: a highly developed digital infrastructure, extensive internet penetration across urban and rural areas, and a consistent mobile-first approach. In fact, around 975 million smartphone users shop online regularly, and more than two-thirds of all transactions now take place via mobile devices.

In addition, nationwide mega shopping events boost sales by billions during peak periods, embedding e-commerce firmly in the everyday lives of consumers.

China as a Model of the Platform Economy

The Chinese market is a prime example of the platform economy. A small number of highly efficient platforms shape the entire ecosystem covering everything from product discovery to seamless payment and logistics. Within this system, two main segments can be clearly distinguished:

B2C (Business-to-Consumer) includes platforms such as Taobao and Tmall (Alibaba Group), JD.com, Pinduoduo, and the social commerce app Douyin. These platforms offer personalized shopping experiences, live-stream shopping, and smooth integration into the digital routines of consumers.

B2B (Business-to-Business) is largely dominated by Alibaba.com, which connects companies and suppliers around the world and plays a central role in global trade.

Alibaba Group (Taobao, Tmall, Alibaba.com, AliExpress)

The Alibaba Group is a good example of China’s platform economy. Its ecosystem spans every segment of trade:

• Taobao, the leading consumer-to-consumer (C2C) marketplace with over 700 million active users; 
• Tmall, a premium B2C marketplace for brands; 
• Alibaba.com, the central hub for global B2B trade; 
• and AliExpress, which focuses on cross-border retail for international buyers.

1688

1688.com is one of China’s most important B2B trading platforms and a core part of the Alibaba Group. Unlike Alibaba.com, which targets international buyers, 1688 is dedicated entirely to the domestic market. It connects millions of merchants, manufacturers, and resellers who source goods directly from producers, avoiding costly intermediaries.

Its product range covers consumer goods, electronics, machinery, and industrial supplies. Thanks to direct access to factories and wholesalers, businesses benefit from competitive prices and short delivery times. The interface is tailored to Chinese users, featuring Mandarin as the default language, payment via Alipay, and shipping options within China.

For many small retailers, online shops, and manufacturers, 1688 serves as a key procurement source for products later sold on platforms like Taobao, JD.com, or international marketplaces. It offers flexible minimum order quantities, verified suppliers with government licensing, and a clearly structured ordering process that enables fast transactions.

With its wide product range and strong integration into China’s supply chains, 1688 is a cornerstone of domestic wholesale trade  and an essential entry point for international buyers who access the Chinese market through local agents.

JD.com (京东)

JD.com is China’s largest direct online retailer and, unlike Alibaba, relies on its own logistics network and tight product control. With more than 300 million monthly active users and a gross merchandise value of about 500 billion US dollars, JD.com is especially strong in electronics, household appliances, and fast-moving consumer goods.

Thanks to a dense network of automated warehouses and delivery centers, JD has earned a reputation as one of the most trustworthy brands in Chinese e-commerce.

PDD Holdings (Pinduoduo, Temu)

PDD Holdings, the parent company of Pinduoduo and Temu, has grown from a social-commerce startup into a global e-commerce powerhouse in just a few years. Pinduoduo pioneered social commerce in China with its group-buying model, where users team up to get lower prices. Gamified features, discounts, and interactive mini-games strengthen customer loyalty and fuel viral growth.

With Temu, the company has successfully expanded into Western markets. Its success is built on competitive pricing, personalized recommendations, and strong integration with social platforms.

Shein (希音)

Shein is one of the clearest examples of how Chinese e-commerce strategies have gone global. Though officially registered in Singapore, its main operations remain in Guangzhou, Guangdong province, one of the world’s leading textile manufacturing hubs. This is where Shein manages product development, quality control, design, and logistics, connecting its suppliers with international markets.

Originally a fast-fashion retailer, Shein has evolved into a data-driven direct-to-consumer platform that translates demand and trend insights into production almost in real time. With a young, mobile customer base, a presence in over 150 countries, and a highly optimized supply chain, Shein embodies the close connection between manufacturing, technology, and digital commerce that defines modern Chinese e-commerce.

Douyin (抖音)

Although not an ecommerce platform per-se, Douyin, the Chinese version of TikTok, has rapidly become one of the most powerful online sales levers in the country. Its success lies in a deeply integrated content-to-commerce model, where entertaining short videos produced by users, product discovery, and purchasing blend seamlessly. Livestream shopping, in particular, fuels revenue growth and has made Douyin a core channel in the daily shopping routines of Chinese consumers.

The platform uses AI-driven product recommendations, interactive formats, and live broadcasts to turn attention directly into sales. Brands and merchants can manage campaigns in real time, measure results precisely, and link ad spending directly to conversions. 

Xiaohongshu (小红书, “Little Red Book”)

Xiaohongshu combines community, content, and commerce. Users share product reviews, recommendations, and tutorials that are directly linked to purchase options. The platform is especially strong in beauty, fashion, and lifestyle, and is considered China’s most authentic space for influencer-driven marketing.

Other Notable Chinese E-Commerce Platforms

Together, these platforms highlight the diversity and technological sophistication of China’s online retail landscape. From B2B wholesale and brand marketplaces to interactive social shopping, each platform serves a distinct role within a digitally connected market.

In the next section, we’ll look at some features that define the Chinese e-commerce structure and how international businesses can tap into this lucrative market.

The Unique World of Chinese Online Commerce

China’s online marketplace stands apart from its Western counterparts in almost every way. What sets it apart isn’t only the scale or the speed, but the deep fusion of digital life with everyday culture. Shopping, chatting, paying bills, and watching content all flow together inside the same digital spaces. Three forces, in particular, define this ecosystem: super apps, mobile-first behavior, and social commerce.

Super Apps: The Digital Everyday Platforms

In China, apps like WeChat, Alipay, and Meituan are complex digital ecosystems where people can message friends, shop, pay bills, book services, play games,  and get customer support  without ever leaving the app.

This means that users can browse a brand’s shop, make payments, collect loyalty points, or chat with customer service - all through WeChat. For businesses, that means sales, service, and marketing all live in one place. Brands that show up here benefit from broad visibility, offering their customers a frictionless buying experience which leads to a better retention.

Mobile-First: The Heart of Shopping Behavior

China has fully embraced mobile commerce. A large percentage of all online purchases happen on smartphones, and major platforms are built entirely around mobile use.
These platforms make shopping feel fast and intuitive using smart navigation, built-in payment systems, and personalized feeds that speed up the entire buying journey.

Social Commerce and Livestream Shopping

China’s biggest ecommerce platforms have turned shopping into a social activity. Product recommendations, livestreams, and user-generated content are now major sales drivers.

In livestream shopping, influencers or brands showcase products in real time, answer questions on the spot, and let viewers buy instantly. This mix of entertainment, authenticity, and convenience creates remarkably high conversion rates.

For brands, success here means creating content that not only informs but also sparks engagement and action.

Cultural Energy and a Fast-Paced Innovation Cycle

China’s e-commerce scene moves at lightning speed. New features, formats, and services are tested and rolled out (sometimes weekly!). Consumers are curious, quick to adopt, and eager to try new experiences, which lets platforms turn emerging trends into mass-market phenomena almost overnight.

This constant motion has made Chinese online retail a testing ground for the future of digital consumption — a place where technology, marketing, and customer behavior evolve together in real time.

Opportunities and Challenges for European Companies

The Chinese e-commerce market offers European companies enormous opportunities alongside certain hurdles. Success requires understanding how technology, logistics, and consumer behavior are interconnected in this dynamic landscape. 

Opportunities: Access to an innovation-driven market

European brands enjoy a strong reputation in China, where quality, authenticity, and design are highly valued by consumers. This creates natural advantages for premium and niche products.

Platforms like Tmall Global, JD Worldwide, and Kaola enable direct exports without establishing a local entity, making cross-border e-commerce an accessible entry point for European companies looking to tap into this market.

Product sourcing and B2B partnerships

At the same time, China is one of the most important sources for competitive production and product diversity. On 1688.com or Alibaba.com, companies can find reliable suppliers for virtually any industry, from electronics and textiles to industrial goods. 

Access is straightforward and selection is vast, but successful sourcing requires stable partnerships, clear quality standards, and cultural understanding. Those who invest in long-term collaborations benefit from speed, scalability, and innovation capacity.

Logistics and fulfillment: Efficiency as a competitive advantage

China ranks among world leaders in logistics. Networks like JD Logistics and Cainiao (Alibaba Group) enable fast delivery times, automated warehousing, and transparent shipment tracking, even across borders.

European companies can use platform fulfillment services to handle warehousing, shipping, and returns within China's existing logistics networks. This eliminates the need to build proprietary infrastructure and allows for faster market entry with lower upfront investment.Retry

Regulatory framework and compliance

Accessing the Chinese market remains demanding. Customs regulations, specific licenses,  product certifications, and data protection requirements differ significantly from European standards. Cross-border sales are also subject to strict controls. Companies aiming for long-term success should examine legal requirements early and work with partners who ensure local compliance.

Digital partnerships and sustainable market presence

Success in Chinese online commerce comes from integrated strategies and strong digital partnerships. Brands, retailers, and service providers work closely with platforms, influencers, and technology providers to build trust and relevance. What matters is a long-term approach that combines data, localization, and brand management.

W4 supports companies precisely at this intersection of technology, marketing, and market understanding. With solid experience in China marketing, cross-border communication, and digital brand positioning, W4 helps international firms adapt their strategies to the dynamics of Chinese e-commerce: precisely, sustainably, and always focused on concrete business results.

The Evolution of China's E-Commerce Landscape

China's largest online retailers have evolved into fully developed economic ecosystems. These platforms connect vast customer bases, reliable logistics, and data-driven marketing within integrated systems. For international companies, they offer the opportunity to reach new audiences and enter the market efficiently without building proprietary infrastructure.

Understanding how these platforms operate and how Chinese consumers shop enables companies to position offerings strategically, build brand visibility, and scale revenue. The market is competitive but transparent enough to achieve measurable results with a clear strategy.

This makes Chinese online commerce one of the most compelling growth markets for companies willing to engage with its pace and dynamics.