Top 7 E-commerce Platforms in China for Global Sellers

Planning to sell in China but not sure where to start? China is the world’s second-largest economy, with a major share of sales happening online. Around 60% of China’s population shops online, making this sector a key market for brands and businesses looking to expand. However, with so many Chinese e-commerce platforms available, choosing the right one to begin with can be challenging. In this article, we present the most popular Chinese online platforms for international brands.

What are the online sales platforms in China: Two Directions

First, it’s important to understand the difference between two types of marketplaces commonly used in China. This will help you decide which platform and e-commerce strategy to choose if you want to enter the Chinese market.

Domestic E-commerce Platforms in China

Domestic online sales focus mainly on local consumers. These platforms are used by shops to build customer relationships with internet users who browse and purchase products online.

Many small and even large companies set up online stores through social media or create dedicated landing pages.

The Chinese market is saturated with these types of stores, but we’re seeing increased importance of another segment — cross-border e-commerce, which is driving many local sellers to shift to these platforms and build their stores there.

Chinese Cross-Border E-commerce Platforms

China’s cross-border e-commerce market is valued at around USD 60 billion and is one of the largest in the world. Cross-border e-commerce refers to online trade between companies, consumers, and suppliers located in different countries. It means a customer can purchase a product from a seller in another country using a different currency.

Companies looking to expand should treat cross-border e-commerce as an opportunity to reach international markets that were previously inaccessible due to logistical barriers.

The Largest Chinese Online Sales Platforms

There are many Chinese marketplaces offering unique services tailored to specific demographic groups. However, a few dominant platforms stand out and provide an excellent starting point for reaching the widest Chinese audience possible.

Taobao: The Chinese “eBay”

Founded in 2003, Taobao is one of China’s largest e-commerce platforms and part of the Alibaba Group. It has around 755 million users. Taobao serves mainly small businesses — from electronics and home appliances to cosmetics. It’s primarily a C2C (consumer-to-consumer) platform and a leader in this segment within China.

It also integrates social media features such as live streaming and has its own social platform called Weitao, shared with TMall.

Only Chinese citizens and companies registered in China can sell on Taobao. However, like most Chinese platforms, foreign brands can open a store on Taobao after meeting certain requirements.

You first need to register an account on Taobao, then create a joint venture with a local Chinese partner. If that’s not possible, launching a store on TMall Global is often a more cost-effective solution than setting up a new company in China — more on that later.

Pinduoduo: Interactive and Social Online Sales

With over 500 million users, Pinduoduo is one of the fastest-growing e-commerce platforms in China. Its interface is different from others — the app feels more like a game than a traditional store.

Pinduoduo (or PDD) gained popularity in smaller cities thanks to attractive promotions and group-buying rewards.

PDD doesn’t charge commission on sales, lowering the barrier for new sellers and instead generates revenue through advertising.

Although PDD is one of the simplest and cheapest platforms, its rapid growth makes it appealing. Many global brands — including Apple and Chanel — have launched stores there.

TMall: The Most Trusted Platform

TMall, formerly known as Taobao Mall, was created by Alibaba Group to address the issue of counterfeit goods on Taobao. With around 100 million users, TMall focuses on branded consumer goods, unlike the inexpensive mass-market items found on Taobao.

In terms of transaction value, TMall was the #1 platform in China with over 64% market share in 2021.

Like Taobao, TMall is open only to companies registered in China. However, with the TMall Global program, foreign brands can also sell on the platform.

TMall Global has higher service fees compared to local platforms due to its stronger anti-counterfeit measures.

JD.com: A Fortune Global 500 Company

JingDong.com, also known as JD.com and formerly called 360buy, was founded in 1998. It’s a Fortune Global 500 company and one of the largest e-commerce platforms in China in terms of revenue and transaction volume. In 2021, JD reported net revenue of 218.7 billion yuan — a 25% increase from 2020.

With 552.2 million active users (2021), JD.com is investing in high-tech logistics including the use of robots and drones.

Similar to TMall, JD has its own global e-commerce platform called JD Worldwide, which operates much like TMall Global, allowing international businesses to reach Chinese consumers without a physical presence in the country.

JD.com focuses on working exclusively with reputable and well-known brands. The company has also expanded beyond the tech sector into new categories such as cosmetics and groceries.

With its global platform, JD enables foreign brands to fully benefit from JD’s exceptional logistics network and reach a wide Chinese customer base.

Chinese Marketplaces for Fashion and Lifestyle Brands

While the four platforms mentioned above cover a broad demographic in China, many brands may be interested in more specialized platforms. One such niche is fashion and lifestyle. Two standout Chinese online platforms serve this young, affluent segment.

Xiaohongshu

Xiaohongshu, also known as Little Red Book or simply RED, is a pioneer of social shopping in China, with around 148 million active users (as of November 2021). 90% of RED’s users are under 34, and 64% are women, though the male share has grown to 33% — up significantly from 2019 when women dominated.

RED combines features similar to Instagram — grid layout, filters, comments, and other social tools — with a shopping platform. This mix has made RED especially popular among young users in China looking for top lifestyle and fashion products.

Its target audience includes young men and women interested in beauty and fashion, but it’s also gained traction with affluent consumers following trends in lifestyle, skincare, and style.

That’s why Xiaohongshu is an excellent option for international brands looking to reach a well-off segment of Chinese shoppers.

VIP.com for Unsold Inventory – Great for Customers and Brands

With over 43 million active users, VIP.com is another strong option for premium and fashion brands entering the Chinese market.

Unlike Xiaohongshu, VIP.com is more popular in smaller cities and focuses heavily on promotions and flash sales. That makes it an ideal channel for selling discounted beauty and fashion products.

VIP.com also has a dedicated global platform — VIP International — similar to TMall and JD, supporting foreign brands in reaching Chinese customers.

Gome

Gome is one of Asia’s top 50 enterprises and competes with JD and Suning by specializing in consumer electronics through its nationwide retail store network. In recent years, Gome has significantly expanded and now operates across all of China. Its main competitors include Suning and 360buy — all offering electronics and appliances through brick-and-mortar stores.

Gome’s e-commerce platform originally focused on 3C products (computers, communications, and consumer electronics) but has since expanded into groceries, home goods, and more. It offers services across four key categories: mother & baby products; healthcare and medical supplies (e.g., prescriptions, asthma medication); home textiles like bedding and bathrobes; and gifts under the “Arts & Culture” section, which also includes books.

Gome partners with Pinduoduo in e-commerce as that platform continues to grow rapidly in China.

If you’re looking for the largest electronics retail network in China, Gome is it. It’s also the largest private retailer of home appliances in both mainland China and Hong Kong.

Summary

After reviewing the top Chinese sales platforms and selecting the right one for your business, what steps should you take to access the market?

If the platform doesn’t offer a global or international channel like TMall, JD, or VIP.com, foreign companies must establish a wholly foreign-owned enterprise (WFOE) in China. This involves a deposit of around $25,000, an annual service fee, and commissions ranging from 1% to 5%. Once the WFOE is registered, the company must apply for an Internet Content Provider (ICP) license, which allows cooperation with the platforms listed above.

We are a company that can help you organize and launch online sales on the above platforms.

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