Global retail ecommerce sales will decelerate to a 16.5% growth rate in 2020. Even as consumers transitioned en masse to ecommerce during the pandemic, the drag caused by multiple recessions internationally has reduced the overall outlook.

Retail social commerce sales in China will grow to $242.41 billion (RMB1.675 trillion) this year, accounting for 11.6% of total retail ecommerce sales in the country, according to our latest estimates.

The effects of the coronavirus pandemic are turbocharging digital transformation in China's retail sector—and the country is already leading the world in terms of retail ecommerce sales and penetration.

As shelter-at-home and quarantine measures keep consumers in China at home, brands ramped up their efforts to meet consumers' high expectations for digital services by offering free online tools and courses, streaming live events and adopting new ecommerce strategies.

eMarketer research analyst Man-Chung Cheung discusses the latest on the coronavirus pandemic in China. He explores the role of big data in managing the crisis, points out signs of a retail rebound and considers takeaways for the US and Europe.

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

In 2019, 94.5% of internet users in China will be social network users. That amounts to just 59.0% of the country’s population. This report covers the trends shaping the market, as well as our first-ever user forecast for the popular short-video platform Douyin and updated estimates for WeChat and Sina Weibo.

eMarketer global director of public relations Douglas Clark breaks down our usage figures for Facebook Messenger and WhatsApp worldwide.

In 2019, we estimate that 577.4 million people in China made a purchase via proximity mobile payment within a six-month period. Those users account for 49.6% of the country’s population. Next year, more than half of the population will utilize this payment method, with that figure rising to 60.5% in 2023.

Programmatic advertising will account for 71.0% of the digital display ad market in China this year. Mobile programmatic growth, as well as gains in private marketplaces and programmatic direct play a role. This report features our latest programmatic display forecast for China and explores these and other factors shaping the market through 2021.

Consumers in China, whether buying at retail outlets or street stalls, are using proximity mobile payments—largely supported by QR codes—and reducing their dependency on cash.

Consumers’ use and acceptance of biometric technology—especially facial recognition—varies widely, depending on which part of the world you’re in.

eMarketer senior analyst Jasmine Enberg joins principal analyst Nicole Perrin to discuss whether major US tech firms are taking a page from the BAT (Baidu, Alibaba, Tencent) playbook. Are Americans entering the age of the domestic super app? What would that mean for brands?

eMarketer forecasting director Shelleen Shum explores our usage estimates for Tencent’s WeChat and what’s keeping the mobile messaging app on top.

Consumption of digital video is booming. The number of new formats and innovative content has flourished. And traditional broadcasters are experimenting with digital channels to keep pace with the changing user behavior.

Digital and mobile video viewership, adoption of subscription over-the-top (OTT) services and video ad spending are on the rise throughout the world as audiences, programmers and advertisers continue to shift focus from traditional to digital platforms.

eMarketer junior forecasting analyst Nazmul Islam discusses our ad revenue numbers for Tencent and the growth of WeChat.

eMarketer vice president of forecasting Monica Peart breaks down our digital ad spending estimates in China and the influence of Baidu, Alibaba and Tencent.

Growth of retail sales in China is declining, due to economic and geopolitical challenges, and will not overtake the US until 2021. But retail ecommerce has continued to flourish in some surprising ways under these current circumstances.

Adults in China spend more time on digital than they do with any other media. Moreover, time spent on digital will continue to grow at a rapid pace, encroaching on time spent with traditional media.