New NIQ report finds China’s live, social and AI-powered commerce ecosystem is setting the pace for the next generation of retail worldwide
Commerce models pioneered in China—including live commerce, social commerce and quick commerce—are increasingly influencing how consumers discover, shop and engage with brands around the world, according to latest report from NIQ (NYSE:NIQ), The Commerce Revolution: Where East Meets West.
The report highlights the scale of this transformation: China’s live-commerce market reached approximately US$900 billion in 2025, approaching the size of the entire U.S. e-commerce market, while Asia Pacific now accounts for approximately 55% of global e-commerce revenue. Nearly six out of 10 (59%) consumers across the region already purchase through social platforms.
Across Asia Pacific, the growth of social commerce and connected retail is accelerating the adoption of models first developed at scale in China. As these models gain traction in the region, brands need a more integrated understanding of how consumers discover, evaluate and purchase products through physical and digital channels.
“The next generation of retail will be shaped by businesses that can connect consumer intelligence across physical and digital commerce. Brands that understand how consumers discover, evaluate and purchase products across every touchpoint will be better positioned to anticipate change and drive sustainable growth,” said Rachel White, President, Asia Pacific, NIQ.
China continues to define the future of commerce
China’s digital commerce ecosystem demonstrates how integrated consumer experiences can accelerate innovation and reshape retail.
According to the report:
- China’s live-commerce market reached approximately US$900 billion in 2025.
- Asia Pacific now accounts for approximately 55% of global e-commerce revenue.
- Nearly six in 10 (59%) consumers purchase through social platforms.
- China’s social commerce market is projected to reach US$1.8 trillion by 2030.
These developments illustrate how commerce has evolved beyond traditional online shopping into connected ecosystems where content, community, media, payments and fulfillment work seamlessly together.
“China remains one of the world’s most dynamic commerce markets, where live commerce, social commerce and AI-powered experiences are continually reshaping retail. The speed and scale of innovation in China offer important lessons for brands seeking to anticipate how commerce will evolve in other markets,” said Ryan Zhou, Managing Director, NIQ China.
Helping brands navigate the next phase of commerce
As commerce ecosystems become more interconnected, brands need greater visibility across every stage of the consumer journey—from product discovery and engagement to purchase and loyalty. Success increasingly depends on understanding how retail, eCommerce, social commerce and digital channels work together rather than as separate ecosystems.
To help brands navigate this increasingly connected commerce landscape, NIQ recently expanded its commerce intelligence capabilities in China and Southeast Asia through the addition of YiMian’s digital commerce expertise. By combining NIQ’s global consumer intelligence, analytics and retail measurement capabilities with YiMian’s expertise across marketplaces, social commerce and the digital shelf, NIQ provides clients with a more connected view of consumer behavior and commercial performance.
This stronger data and analytics foundation will also support more advanced AI-powered solutions, enabling brands to respond more quickly to changing consumer behavior and make faster, more informed commercial decisions.
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