Online retail sales of goods and services rose 6.6 per cent year on year in January-April, reaching about 6.53 trillion yuan, as digital platforms continued to draw shoppers through discounts, livestreaming, faster delivery and wider service offerings. Online retail sales of goods contributed 72.2 per cent to the growth of total retail sales of consumer goods, underlining the sector’s importance to household consumption and the wider services economy.
The performance stood out against a softer macroeconomic backdrop. Total retail sales of consumer goods increased 1.9 per cent year on year to 16.49 trillion yuan in the first four months, while April’s retail sales rose only 0.2 per cent from a year earlier, slowing sharply from March. Industrial output also moderated in April, while fixed-asset investment weakened in the January-April period, adding pressure on policymakers to keep consumption and digital commerce at the centre of growth-support measures.
Food, apparel, daily necessities and services remained key pillars of online demand. Online sales of agricultural products rose 12.2 per cent during the four-month period, reflecting stronger farm-to-consumer supply chains and the growing ability of digital platforms to connect rural producers with urban buyers. E-commerce transactions involving metal products climbed 34.8 per cent, while chemical products rose 12.2 per cent, signalling that business-to-business digital trade is becoming a larger part of the sector’s expansion.
Services delivered some of the strongest growth. Online tourism sales jumped 33.2 per cent, while online catering sales rose 20 per cent, helped by domestic travel demand, app-based restaurant bookings, group-buying promotions and instant delivery networks. This shift has broadened the definition of e-commerce beyond parcel delivery, making it a channel for local services, entertainment, travel and food consumption.
China’s major platforms remain central to the sector’s trajectory. Alibaba continues to rely on Taobao and Tmall while pushing faster local delivery through integrated quick-commerce services. JD. com is using its logistics network to defend its position in electronics, household goods and same-day fulfilment. Pinduoduo remains a powerful force in value-led shopping, while Douyin and Kuaishou have expanded livestream commerce by converting entertainment traffic into direct sales. Meituan has become a key player in instant retail, extending its food-delivery infrastructure into groceries, medicines, flowers, consumer goods and convenience-store items.
The fastest change is taking place in instant retail, where platforms promise deliveries within an hour by linking consumers to nearby warehouses, restaurants, pharmacies and shops. The model has moved beyond food delivery into daily essentials and non-food categories, creating a new battleground for Alibaba, JD. com and Meituan. Heavy subsidies have helped attract users, but they have also raised concerns about margins, rider welfare, food safety and wasteful competition.
Regulatory scrutiny is rising alongside the sector’s growth. Authorities have fined major food-delivery and e-commerce platforms over failures in vendor verification and consumer protection, while new rules on platform pricing and unfair competition are tightening oversight of discounting, algorithms and merchant treatment. The regulatory direction suggests support for digital commerce will continue, but platforms are being pushed towards higher-quality growth rather than unchecked subsidy wars.
Cross-border e-commerce also remained a bright spot. The Silk Road e-commerce initiative helped lift online sales of imported products from partner countries, with Thai durians, beverages from the UAE and Italian casual trousers recording sharp gains in January-April. The trend points to growing consumer appetite for imported food, fashion and lifestyle products, while also helping overseas exporters access China’s vast digital marketplace through platform partnerships, bonded warehouses and livestream selling.
Rural e-commerce is another policy priority. Expanded digital infrastructure, village-level logistics points and platform-backed agricultural campaigns have helped smaller producers sell fruit, tea, seafood, grains and speciality foods directly to consumers. The model supports rural incomes and reduces dependence on traditional wholesale chains, though smaller sellers still face challenges from platform fees, return costs, traffic concentration and intense price competition.
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