Fashion market in Greater China

The Chinese Fashion eCommerce market is predicted to reach US$846,581.7 million by 2024 and accounts for 35.1% of the total eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 10.3%, resulting in a projected market volume of US$1,253,156.8 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Greater China

The Chinese Fashion eCommerce market is predicted to reach US$846,581.7 million by 2024 and accounts for 35.1% of the total eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 10.3%, resulting in a projected market volume of US$1,253,156.8 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

eCommerce revenue development in the Fashion market in Greater China

in million US$

eCommerce revenue growth in the Fashion market in Greater China

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 30.5 89.1 54.0 54.7 21.5 29.6 25.4 5.0

Online share

eCommerce online share of the total Fashion market in Greater China

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Chinese Fashion retail market, the online share is 40.3% and will increase by an average of 3.7% to 46.5% by 2028.

eCommerce online share of the total Fashion market in Greater China

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 58.7% 14.4% 36.0% 93.0% 93.4% 70.8% 4.8% 24.6%

Top stores

Top five Fashion online stores in Greater China by net sales 2023

With sales in the Chinese Fashion market, jd.com generated a revenue of US$31,736.0 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Greater China is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Fashion market in Greater China in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Chinese Fashion market

With 77.3% Ali Pay the most commonly offered payment method of all online stores in the Chinese Fashion eCommerce market in 2023. Like Ali Pay WeChat with a share of 67.3% and Union Pay with a share of 32.7% the payment type E-wallets is the most common used by online retailers in in the Chinese Fashion eCommerce market in 2023. Other commonly used payment methods in that market are VISA (Cards) with 30.9% and Mastercard (Cards) with 30.9% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Chinese Fashion market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Chinese Fashion market

Despite SF Express's dominant position with 78.4% of online stores opting for its services, the Chinese Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including EMS, Black Cat TA-Q-BIN, FedEx, and Kerry Logistics, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Chinese Fashion market

in %

Market definition

Definition of the Fashion market

Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Apparel (e.g. jackets, t-shirts, joggers, underwear)
  • Footwear (e.g. sneakers, boots, sandals)
  • Bags (e.g. handbags, backpacks, suitcases)
  • Accessories (e.g. hats, sunglasses, jewelry, watches)

Out-of-scope

  • Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
  • Eye care (e.g. glasses and sunglasses with prescriptions)
  • Beauty care (e.g. make-up, fragrances)