China’s $900b live commerce market nears US e-commerce scale

The country’s social-commerce market may reach $1.8t by 2030.

China’s live-commerce market reached approximately $900b in 2025, approaching the size of the US e-commerce market, as commerce models developed in the country increasingly influence global retail.

According to NIQ’s latest report, The Commerce Revolution: Where East Meets West, China’s live commerce, social commerce and quick commerce models are reshaping how consumers discover, purchase and engage with brands across markets.

Asia Pacific now accounts for approximately 55% of global e-commerce revenue, whilst nearly six in 10 (59%) consumers across the region already purchase through social platforms, NIQ said.

NIQ said the adoption of China-led commerce models is accelerating across Asia Pacific as brands integrate physical retail, e-commerce and social platforms to reach consumers.

“The next generation of retail will be shaped by businesses that can connect consumer intelligence across physical and digital commerce,” said Rachel White, president of Asia Pacific at NIQ. “ Brands that understand how consumers discover, evaluate and purchase products across every touchpoint will be better positioned to anticipate change and drive sustainable growth.”

NIQ expects China’s social-commerce market to grow to $1.8t by 2030.

“China remains one of the world’s most dynamic commerce markets, where live commerce, social commerce and AI-powered experiences are continually reshaping retail,” said Ryan Zhou, managing director at NIQ China.  “The speed and scale of innovation in China offer important lessons for brands  seeking  to  anticipate  how commerce will evolve in other markets.”