Executive Summary

We expect 2019 will be a dynamic year for e-commerce in China. Consumers have high expectations and competition is stiffening. Here are 10 trends we think will shape China’s e-commerce landscape in 2019:

• Demand for quality imported e-commerce goods will increase.
• Daigou, people buying on others’ behalf overseas, could decline.
• Non-tier-1 cities will drive e-commerce growth.
• Mobile e-commerce will continue to prevail.
• Short video apps will push content e-commerce.
• WeChat mini programs will become more popular as a cost-efficient tool for social commerce.
• New Retail will increase with greater online-offline integration.
• Parcel delivery will be faster. Brands need to adapt.
• Fresh-food e-commerce will gain traction.
• Alibaba and JD.com will compete more intensely in luxury e-commerce.