China’s new e-commerce is moving beyond simple expansion to focus on higher-quality, more efficient growth. From the nationwide popularity of online retail to breakthroughs in cross-border trade, the rise of live commerce, and the rapid growth of instant delivery, to digital supply chain upgrades and green transformation, the sector is evolving. Its resilience and dynamic ecosystem are providing strong and lasting momentum for China’s high-quality economic development.
The 5th China New E-Commerce Conference, held on July 26–27 in Yanbian, Jilin, brought together top experts and industry leaders under the theme “A New Era of Digital Intelligence, A New Value for E-commerce.” The conference explored strategies for creating a sustainable e-commerce ecosystem and revealed the 2025 China New E-commerce Report, providing valuable insights into the sector’s future and its social impact.
Technology and Demand Driving Transformation
According to the report, advancements in digital technologies like artificial intelligence, VR, and AR are transforming the core of e-commerce. AI models are enhancing product selection in live commerce by analyzing user behavior, while VR and AR create immersive shopping experiences, allowing consumers to virtually “try” products before buying, reducing decision-making hurdles. Meanwhile, digital supply chains are becoming smarter, using predictive systems to minimize inventory risks. Instant retail platforms are revolutionizing urban shopping, utilizing location-based services (LBS), intelligent order algorithms, and front-warehouse networks to deliver products within minutes, significantly boosting the speed and reach of citywide consumption.
New consumer trends are also transforming the market. Green consumption has become the norm: by 2024, over 95% of parcels were shipped without secondary packaging, and smart packing systems reduced material use by 20%. The circular economy is gaining traction, particularly among younger shoppers. Instant retail is projected to surpass 2 trillion yuan by 2030, while the silver economy has seen annual consumption growth of 20.9% over the past three years, creating a unique market segment.
At the 5th China New E-Commerce Conference, the integration of technological innovation and consumer demand further demonstrated the industry's maturity. With the theme “Technology Ignites Vitality, Innovation Drives Progress,” the Technology Innovation Sub-Forum explored AI’s transformative role in e-commerce. The Integrated Development Sub-Forum, themed “Value Symbiosis through Integrated Development: New Pathways for Live Commerce,” featured keynote speeches, case studies, and roundtable discussions on blending live commerce with diverse business models. The “Promoting Consumption, Benefiting People—Jilin Ginseng Industry Belt” event showcased how omni-channel resources and digital platforms can drive industry upgrades and boost brand value, laying a foundation for high-quality, sustainable growth. This synergy of technological breakthroughs and demand-driven innovation marks a new phase in e-commerce, shifting from “model innovation” to “technological advancement.”
Rules and Ecosystems for Sustainable Growth
The report also emphasizes how governance and collaboration are creating a foundation for sustainable growth. China’s new Regulations on Network Data Security Management, effective from January 2025, enhance privacy protections and data usage. ESG (Environmental, Social, and Governance) criteria have been incorporated into platform assessments, driving competition in areas like green logistics and eco-friendly packaging. On a global scale, the Silk Road E-Commerce Initiative has emerged as a key platform for international cooperation. By June 2025, China had partnered with 35 countries and established 178 pilot zones, covering over 90% of provincial-level regions, making it the world’s most comprehensive cross-border e-commerce ecosystem.
Industry data shows steady progress. In 2024, online retail sales in China reached 15.5 trillion yuan, an increase of 7.2 percent, keeping the country the world’s largest online retail market for the 12th consecutive year. Cross-border e-commerce has grown more than tenfold in five years, with over 120,000 enterprises now participating. Live commerce has also surged, with transactions exceeding 4.5 trillion yuan in 2024, accounting for about one-third of all online retail.
The 5th China New E-Commerce Conference brought to life the power of collaborative rule-making and ecosystem synergy through dynamic forums and innovative projects. At the Cross-Border E-Commerce Sub-Forum, industry leaders explored the opportunities and hurdles of global e-commerce, sharing practical solutions to real-world challenges. Their discussions aimed to unlock new advantages for cross-border e-commerce while boosting its ability to weather risks. Meanwhile, the Sustainable Development and Social Responsibility Sub-Forum spotlighted e-commerce’s green transformation. Companies delved into critical issues like protecting consumer rights, fostering youth employment, and supporting rural revitalization, emphasizing a balanced approach that blends economic gains with social equity and environmental care. A standout initiative, the Global Marketplace Project, was launched to boost cross-border sales and exhibitions, highlighting ecosystem collaboration. By pooling resources, it offers small and medium-sized businesses a seamless, one-stop solution for expanding overseas. This multi-party partnership between enterprises and organizations underscores the robust and interconnected nature of the new e-commerce ecosystem.
Extending Value and Empowering Society
The report further emphasizes the expanding social role of e-commerce. Beyond boosting domestic demand and foreign trade, it is creating new jobs, supporting rural revitalization, and lowering barriers to entrepreneurship. New e-commerce has generated diverse new professions and, by breaking through regional and demographic limitations, is becoming a genuine incubator of opportunities.
At the conference, initiatives like the Quality Streamer Support Initiative were launched to cultivate livestreamers who blend professional expertise with social responsibility. The China E-Commerce Livestreaming Talent Competition was also introduced to leverages quality platforms and human resources to empower the healthcare industry and border regions. Together, these efforts highlight how e-commerce is evolving from purely commercial pursuits to broader contributions to society.
From technological innovation reshaping the entire value chain, to refining regulations that solidify the foundation for growth, and finally to social empowerment expanding value boundaries, the ecosystem of new e-commerce has steadily matured. With the ongoing advance of digital technologies, the acceleration of green transformation, and the expansion of global cooperation, the sector is expected to play an even bigger role in shaping China’s new development pattern and driving high-quality growth in the years ahead.