WPIC Releases 2025 China Market Data Report

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Liam Mather

Director of Corporate Affairs

Published on March 11, 2026

Annual China E-Commerce Data Report Reveals Fashion, Outdoor, and Pet Care as Top Growth Categories

March 11, 2026 — Vancouver, Canada — WPIC Marketing + Technologies, Asia-Pacific’s leading e-commerce enabler for global consumer brands, today released its annual data report examining China’s e-commerce landscape across seven major consumer categories from 2023 through 2025.

Drawing on data from WPIC’s proprietary Discripto™ platform, the report tracks GMV across Taobao/Tmall, JD.com, and Douyin. The findings reveal strong growth in discretionary categories on China’s e-commerce platforms, and highlight a structural shift toward content-driven commerce, with Douyin surpassing Tmall in five of seven categories analyzed.

Key findings include:

Fashion led all categories with $330.2 billion in sales and 23.6% year-on-year growth, with Douyin’s fashion GMV nearly double that of Tmall
Outdoor and sport reached $58.9 billion with 14.1% growth, fueled by popular activities like running, with niche sports like baseball and pickleball gaining traction
Pet care surged 20.4% to $12.8 billion, with live dog and cat sales growing over 300% on Douyin—consumers purchased over 2 million dogs and nearly 2 million cats across Tmall and Douyin combined
Beauty rebounded 8.4% to $92.3 billion, with Douyin surpassing Tmall as the largest beauty e-commerce platform for the first time
Mother and baby grew 11.7% to $52.6 billion despite declining birth rates, reflecting premiumization as parents spend more per child

“Chinese consumers are spending more, spending smarter, and shopping differently than ever before,” said Jacob Cooke, CEO of WPIC Marketing + Technologies. “The data tells a clear story: Douyin has emerged as the dominant e-commerce platform across multiple categories. For brands willing to embrace an omnichannel approach—combining the trust and infrastructure of traditional platforms with the reach and engagement of social commerce—China’s market offers compelling growth potential.”

“What makes this data particularly valuable is how it reveals the velocity of change in Chinese consumer behavior,” said Ella Li, Data Manager at WPIC. “The fastest-growing sub-categories—from men’s beauty to specialized supplements like ergothioneine and krill oil—point to increasingly sophisticated consumers making targeted, science-backed choices.”

The report is available for download at wpic.co and provides detailed category analysis, platform-specific growth trends, and fastest-growing sub-categories across Tmall and Douyin.

The full China Consumption Growth Report 2026 is now available for download.

About WPIC Marketing + Technologies:
WPIC Marketing + Technologies drives growth for global brands in China, Japan, South Korea, and Southeast Asia through strategic brand development, data analytics, e-commerce operations, marketing, logistics, and compliance. Over nearly 20 years, WPIC has successfully deployed and scaled more than 650 brands across APAC.

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