China's Live E-commerce Market Approaching Size of U.S. E-commerce
NIQ's latest report indicates that the size of China's live e-commerce market has reached $900 billion, nearly matching the total U.S. e-commerce market. While live commerce has become mainstream in Asia, there remains significant room for growth in Western consumers' acceptance of social media shopping.
What are the key facts?
- 1China's live e-commerce size: about $900 billion (2025)
- 2Comparison: Total U.S. e-commerce market
- 3Report Source: NIQ
What happened?
According to NIQ's latest report, China's live e-commerce market has nearly reached $900 billion, approaching the total size of the U.S. e-commerce market. This data highlights the success and maturity of the live e-commerce model in China. In contrast, Western consumers still exhibit relatively low acceptance of shopping via social media, with approximately two-thirds of Western consumers yet to make a purchase on social media platforms, pointing to substantial growth potential in this market.
What does this mean for cross-border sellers?
Cross-border sellers should actively learn from China's mature live e-commerce experiences and utilize differentiated content marketing strategies to rapidly seize social commerce opportunities in Western markets. Given that the Western market is still in a developmental stage, sellers can seek suitable partners for innovative trials.