The facts about China’s e-commerce market

It’s hard not to marvel at the scale of China’s massive e-commerce market when its annual turnover from last year alone amounted to US$4.26 trillion, higher than Germany’s entire GDP (US$4.21 trillion). Figures can be encouraging but how much of it was generated from online wine sales? Who are the major players driving China’s wine sales? And what wines are consumers buying online? Find out here.

Online campaigns rolled out by China’s e-commerce companies on China’s Singles’ Day. This year’s Singles’ Day on 11 November brought in US$31 billion for and US$16 billion for, the retail platform of China’s biggest e-commerce company Alibaba, leads the country’s online retail scene with a market share of more than 50%, followed by and other platforms such as

The success of the world’s most connected country, with over 800 million Internet users, is best explained through ‘Singles’ day’, a massive online shopping extravaganza launched by 10 years ago, initially to encourage singletons to splurge on shopping instead of wallowing in sorrow.

This year, and together grossed over US$47 billion in one single day on 11 November, the equivalent of the entire annual GDP of Colombia. If just 1% of those sales is generated from wine, it would be US$470 million, close to a quarter of China’s total import value at US$2.55 billion.

That explains why wine importers, online retailers and producers are paying attention to the country’s vast e-commerce despite online wine sales’ current meagre percentage figures.

Scroll through the pages to find out who are the major players shaping China’s e-commerce landscape for wine sales, and what’s moving the online wine market.

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