Fashion market in Greater China

The Chinese Fashion eCommerce market is predicted to reach US$688,944.1 million by 2024 and accounts for 35.4% 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 9.9%, resulting in a projected market volume of US$1,003,286.2 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Monthly revenues

Monthly eCommerce revenues in the Chinese Fashion market

The monthly eCommerce revenue of the Chinese Fashion market was US$70,448 million in November 2024. This refers to a growth of -6.1% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in October 2024 with 10.9% of the total 2024 revenue of the Chinese Fashion market and the lowest in August 2024 with 6.9% of the total 2024 revenue.

Revenue Last Month

US$70,447.6m

The eCommerce revenue fell by 6.1% from October 2024 to November 2024.

11-2024-6.1%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)44.694.740.322.834.791.020.76.028.097.649.882.6

Market development

eCommerce revenue development in the Fashion market in Greater China

The Chinese Fashion eCommerce market is predicted to reach US$688,944.1 million by 2024 and accounts for 35.4% 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 9.9%, resulting in a projected market volume of US$1,003,286.2 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$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Fashion market in Greater China

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)34.952.918.718.717.564.223.694.7

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 %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)66.8%58.2%60.5%47.0%95.4%36.1%60.6%6.4%

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$31,118.8 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$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Fashion Greater China - Fashion Greater China - All Categories

Payment Methods

Top 5 offered payment methods in the Chinese Fashion market

With 78.0% 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 67.0% and Union Pay with a share of 33.0% 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 29.0% and Mastercard (Cards) with 29.0% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Chinese Fashion market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 100 stores in the Chinese Fashion market

Source: ECDB analysis

See all stores offering

VISA Mastercard PayPal

Shipping Service Provider

Top 5 offered shipping providers in the Chinese Fashion market

Despite SF Express's dominant position with 73.3% 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, FedEx, Kerry Logistics, and ZTO Express, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Chinese Fashion market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 60 stores in the Chinese Fashion market

Source: ECDB analysis

See all stores offering

DHL UPS (United Parcel Service) DPD

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)