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The Breakout Sectors Powering China’s Consumption Growth

China’s e-commerce has shifted from search-led to content-driven, with Douyin now leading across major categories, based on Discripto data spanning 7 sectors from 2023 to 2025.

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Where China’s consumer growth is shifting

China’s e-commerce growth is no longer evenly distributed. Across multiple sectors, Douyin has overtaken Tmall as the primary driver of discovery and conversion, signalling a clear shift toward content-led commerce across Tmall, JD.com, and Douyin.

Growth is concentrating in lifestyle-driven categories. Outdoor and sport, pet care, beauty, and fashion continue to expand as consumers prioritise experience, wellbeing, and self-expression.

Premiumisation remains intact despite broader economic pressure. Categories such as mother and baby and pet care are growing through higher spend per purchase rather than increased volume.

These patterns point to a broader change in how consumers discover, evaluate, and buy across Tmall, JD.com, and Douyin, based on WPIC’s Discripto® data tracking performance across 7 major sectors from 2023 to 2025.

$330.2B

in fashion e-commerce sales in 2025, led by Douyin’s rapid growth

$92.3B

in beauty e-commerce in 2025 as Douyin becomes the largest platform

14.1%

YoY growth in outdoor and sport e-commerce as new activities gain traction

20.4%

YoY growth in pet care e-commerce driven by live commerce adoption

See the full dataset behind these shifts

Detailed breakdowns across 7 categories, platform-level performance, and the fastest-growing sub-segments shaping China’s consumer market.