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 Footwear market

The monthly eCommerce revenue of the Chinese Footwear market was US$22,421 million in November 2024. This refers to a growth of -5.7% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in October 2024 with 10.7% of the total 2024 revenue of the Chinese Footwear market and the lowest in August 2024 with 7.0% of the total 2024 revenue.

Revenue Last Month

US$22,421.2m

The eCommerce revenue fell by 5.7% from October 2024 to November 2024.

11-2024-5.7%

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 %)69.320.69.336.021.970.694.815.760.083.564.363.0

Market development

eCommerce revenue development in the Footwear market in Greater China

The Chinese Footwear eCommerce market is predicted to reach US$222,268.3 million by 2024 and accounts for 32.3% of the Fashion 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 4.9%, resulting in a projected market volume of US$269,318.1 million by 2028. The Footwear eCommerce market is a sub-market of the Fashion market. Further categories within the Fashion market are: Apparel, and Bags & Accessories.

eCommerce revenue development in the Footwear 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 Footwear 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 %)93.546.917.743.473.737.350.422.7

Online share

eCommerce online share of the total Footwear 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 Footwear retail market, the online share is 41.7% and will increase by an average of 1.9% to 45.1% by 2028.

eCommerce online share of the total Footwear market in Greater China

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)37.2%28.8%87.7%22.7%51.7%15.3%98.9%78.3%

Top stores

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

With sales in the Chinese Footwear market, jd.com generated a revenue of US$8,067.8 million in 2023, which means it is the leading online store in this market. The Footwear 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 Footwear 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 - Footwear Greater China - Footwear Greater China - All Categories

Market definition

Definition of the Footwear market within the Fashion market

Market definition: Fashion > Footwear The category Footwear comprises digital sales of sneakers, sports shoes, sandals, and more. This category does not cover sport-specific footware (e.g. soccer shoes, climbing shoes, bike shoes) and orthopedic footwear. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Sneakers
  • Sports shoes
  • Sandals
  • Boots
  • High heels
  • Slippers

Out-of-scope

  • Sport specific footware (e.g. soccer shoes, climbing shoes, bike shoes)
  • Orthopedic footwear