As global consumer brands look to expand into Asia-Pacific, China remains the region’s digital epicentre. Despite slowing growth headlines, the country’s online retail market is still the world’s largest and a crucial launchpad for wider APAC expansion into Japan, South Korea, and Southeast Asia.

According to data from WPIC Marketing + Technologies, China’s e-commerce market continues to surge in key categories that align with premium international brands.

In 2024, the country’s online beauty segment reached US $81 billion, fashion jumped 36% to US $280 billion, and the health and wellness category hit $17.6 billion USD. Outdoor and sports products rose to $55.8 billion USD, while premium pet-care and baby sectors also saw double-digit gains.

“China remains one of the most dynamic consumer markets globally,” says Jacob Cooke, CEO of WPIC. “International brands that leverage precise, data-driven insights will find tremendous growth opportunities.”

A key driver is content-led commerce. Social platforms like Douyin and Xiaohongshu now blur the lines between entertainment and shopping. WPIC reports that merchants surpassing US $1 million in monthly sales on Xiaohongshu grew 350% year-on-year, while livestream orders during China’s mid-year shopping festival jumped 540%.

For brands entering China, or using it as a springboard into Asia, three trends stand out:

1. Content is the new storefront
   The traditional “open a Tmall store” strategy has evolved. Today, discovery and purchase often happen through short-form video, livestreams, and micro-influencers. WPIC highlights that China’s influencer ecosystem (KOLs and KOCs) reached $13.8  billion USD in 2023 and continues to grow. Authentic creator partnerships now convert more effectively than celebrity campaigns.
2. Premiumisation and wellbeing dominate
   Chinese consumers increasingly value quality, self-expression, and health. WPIC data shows strong online growth for sports gear (+47.8 %) and nutraceuticals (+52.5 %) in 2024. This aligns with the region’s broader “smart wellness” trend, where AI-driven healthcare and beauty tech are shaping consumer expectations. China’s AI healthcare sector alone is forecast to grow more than tenfold by 2028, reflecting consumers’ appetite for clinically backed, tech-enabled products.
3. China sets the tone for APAC
   Success in China often radiates across the region. Consumers in Japan, Korea, and Southeast Asia increasingly mirror Chinese digital behaviours from mobile-first shopping to social commerce. Brands that localise for China gain both credibility and insights applicable across Asia.

Despite a more competitive landscape, China’s digital economy remains resilient. WPIC notes that gross-merchandise-value across major platforms reached record highs in 2024, with logistics and cross-border trade indicators trending upward, clear signs of renewed consumer confidence.

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For international brands, the message is clear: APAC’s growth will be defined by those who blend localisation, storytelling, and analytics. As Cooke emphasises, “The brands winning in Asia are those that use data to understand consumers deeply and move at the speed of digital culture.”

To find out more about how global brands can thrive in China’s evolving digital landscape, be sure to catch Zarina Kanji’s keynote speech at DIGIT Expo on 27 November 2025, being held at the EICC in Edinburgh.