According to data from the Ministry of Commerce, online retail sales in China increased by 3.1% YoY in the first half of 2022, with live-streaming sales volume growing by 58.2%, becoming a new hotspot for consumption growth.

With increased competition and constantly evolving trends, having a successful e-commerce marketing campaign is more critical than ever in 2023. In the year ahead, brands looking to succeed in China’s digital marketplace must focus on capturing trends and seizing opportunities.

This data brief provides insights into consumer behaviour in the Chinese e-commerce market and discusses the key trends and strategies for a successful marketing campaign in China in 2023.