China's evolution of commerce beyond traditional online shopping increasingly influencing buyers

China's live-streaming, social commerce and quick commerce models are increasingly influencing the way consumers discover and buy products around the world, a leading consumer intelligence company NielsenIQ said in a report on Monday.

China's live-commerce market reached about $900 billion in 2025, approaching the size of the entire US e-commerce market, according to NIQ's report, The Commerce Revolution: Where East Meets West.

The Asia-Pacific accounted for about 55 percent of global e-commerce revenue, while 59 percent of consumers in the region said they already purchase products through social platforms, the report said.

China's social commerce market is projected to reach $1.8 trillion by 2030, it added.

The figures highlight the evolution of commerce beyond traditional online shopping into connected ecosystems where content, community, media, payments and fulfillment work together, according to the report.

"China remains one of the world's most dynamic commerce markets," Ryan Zhou, managing director of NIQ China, said. "The speed and scale of innovation in China offer important lessons for brands seeking to anticipate how commerce will evolve in other markets."

Live commerce, social commerce and quick commerce models pioneered and scaled in China are increasingly influencing consumer behavior elsewhere, particularly across Asia-Pacific, according to the report.

The shift is also blurring the traditional distinction between online and offline retail, as consumers move between physical stores, e-commerce platforms, social media and other digital channels during the purchasing process.

"The next generation of retail will be shaped by businesses that can connect consumer intelligence across physical and digital commerce," Rachel White, president of Asia-Pacific at NIQ, said. "Brands that understand how consumers discover, evaluate and purchase products across every touchpoint will be better positioned to anticipate change and drive sustainable growth."

NIQ said brands would need greater visibility across every stage of the consumer journey, from product discovery and engagement to purchase and loyalty, as commerce ecosystems become more interconnected.

Success increasingly depends on understanding how retail, e-commerce, social commerce and digital channels work together rather than as separate ecosystems, the report said.