ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Affluent consumers rebound in luxury spending confidence

Article |
 Oct 3, 2025

GIPHY presents group chats as a space for brand relevance

Article |
 Oct 3, 2025

Perplexity makes its Comet browser free, taking aim at Chrome

Article |
 Oct 3, 2025

IAB’s Collin Colburn on the future of commerce media

Article |
 Oct 3, 2025

Apple takes down ICE tracking app after government pushback

Article |
 Oct 3, 2025

Second generic abortion pill approved amid political and health agency scrutiny

Article |
 Oct 3, 2025

GoodRx and Kroger target cash-pay GLP-1 buyers with Rx savings rollout

Article |
 Oct 3, 2025

Super apps offer FIs many benefits—but they aren’t without risk

Article |
 Oct 3, 2025

How FIs can successfully attract and leverage intermediaries

Article |
 Oct 3, 2025

McDonald’s saddles up for Texas growth as population surges

Article |
 Oct 3, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Insider Intelligence’s China Trends to Watch in 2022

More Innovation but Also More Headwinds in the World’s Largest Ecommerce Market

Report by Ethan Cramer-Flood, Man-Chung Cheung  |  Dec 15, 2021

Insider Intelligence’s Top Trends to Watch in 2022

Our analysts, forecasters, and researchers worked together to deliver the latest trends in Insider Intelligence’s coverage areas for 2022.

more
See All
Download
Report
Deck
Share
Table of Contents
Executive Summary
Introduction
Trend: China's Booming Ecommerce Growth Will Moderate More Quickly Than Expected
Trend: Alibaba's Core Ecommerce Operations Will Survive China's Anti-Monopoly Tech Crackdown
Trend: Dominant Sharing Economy and Food Delivery Players Will See Profits and Market Power Diluted
Trend: Short-Form Video Players Will Become Formidable Ecommerce Players
Trend: With the Metaverse Looming, Virtual Experiences Will Come to the Fore
Read Next
Sources
Media Gallery
About This Report
In 2022, China’s tech sector will continue dealing with a new regulatory climate, resulting in some new winners and a few familiar losers. Short-form video will make gains with commerce, and the metaverse will rear its head.
Topics
Ecommerce Sales
Social Commerce
China
Table of Contents
Executive Summary
Introduction
Trend: China's Booming Ecommerce Growth Will Moderate More Quickly Than Expected
Trend: Alibaba's Core Ecommerce Operations Will Survive China's Anti-Monopoly Tech Crackdown
Trend: Dominant Sharing Economy and Food Delivery Players Will See Profits and Market Power Diluted
Trend: Short-Form Video Players Will Become Formidable Ecommerce Players
Trend: With the Metaverse Looming, Virtual Experiences Will Come to the Fore
Read Next
Sources
Media Gallery

Executive Summary

China is a world leader in ecommerce and digital marketing innovation. But what’s in store for China’s digital economy as retail growth slows and a new tech regulatory climate comes into play?

  • As China’s economy slows down, how will ecommerce sales be affected?
  • How will Alibaba recover from a regulatory crackdown by the Chinese government?
  • What is the outlook for Meituan and Didi, China’s biggest players in food delivery and ride hailing, now that the government has stepped in?
  • What’s next for short-form video and its standard-bearers like Douyin and Kuaishou?
  • Will China win the race to commercialize artificial reality (AR) and virtual reality (VR) metaverse shopping?
Retail Ecommerce Sales in China*, 2020-2024 (trillions and % change)
E-Mail ChartDownload

KEY STAT: Ecommerce growth in China will decline to 13.0% in 2022. After a decade of unbelievable expansion in digital shopping, China’s sales increases are expected to settle into globally normal levels going forward.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: China's Booming Ecommerce Growth Will Moderate More Quickly Than Expected
  4. Trend: Alibaba's Core Ecommerce Operations Will Survive China's Anti-Monopoly Tech Crackdown
  1. Trend: Dominant Sharing Economy and Food Delivery Players Will See Profits and Market Power Diluted
  2. Trend: Short-Form Video Players Will Become Formidable Ecommerce Players
  3. Trend: With the Metaverse Looming, Virtual Experiences Will Come to the Fore
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Retail Ecommerce Sales in China*, 2020-2024 (trillions and % change)Alibaba Retail Ecommerce Sales in China*, 2019-2022 (trillions and % change)
Meituan Ad Revenues in China, 2019-2023 (billions and % change)Douyin Users and Penetration in China, 2021-2025 (millions, % change, and % of smartphone users)
Metaverse-Related Information Technology* Spending in China, 2021-2025 (billions and CAGR)

authors

Ethan Cramer-Flood, Man-Chung Cheung

Contributors

Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+