China's commerce models reshape retail worldwide, NIQ says

NIQ has published a report saying commerce models developed in China are reshaping retail worldwide. The study identifies live commerce, social commerce and quick commerce as the main drivers.

The report, titled The Commerce Revolution: Where East Meets West, examines how consumer discovery, shopping and brand engagement are changing as retailers and platforms combine content, payments, fulfilment and community features into a single experience.

Among the headline figures, China's liveCommerce market reached about USD $900 billion in 2025, according to NIQ. Asia Pacific now accounts for about 55% of global eCommerce revenue, while 59% of consumers across the region already buy through social platforms.

The findings suggest that methods first developed at scale in China are now spreading more broadly across Asia Pacific and are likely to influence other markets as retailers and brands adapt to more connected forms of online and offline shopping.

China model

The Chinese market offers a clear example of how digital retail has moved beyond conventional online storefronts, NIQ said. In this model, live video, social interaction, product promotion, payment systems and delivery are tightly linked, changing how consumers move from discovery to purchase.

The report also cites a projection that China's social commerce market will reach USD $1.8 trillion by 2030. The figure highlights the scale of activity in a market many global consumer brands already view as a testing ground for new sales formats and shopping behaviour.

Rachel White, President, Asia Pacific, NIQ, said brands need a broader view of customer activity across channels.

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

The report places particular emphasis on how regional consumers are using social platforms not just for entertainment or communication, but as retail channels in their own right. That trend has altered the relationship between marketing and sales, as shopping increasingly happens within the same apps and services where consumers spend their time.

Regional shift

NIQ's analysis indicates that the spread of social commerce and connected retail across Asia Pacific is pushing companies to rethink how they measure performance. Instead of treating stores, marketplaces, direct online sales and social channels separately, brands are being forced to track how each part of the system influences buying decisions.

This matters in categories where impulse, community endorsement and creator influence play a larger role in product selection. In such markets, the traditional distinction between advertising and retail becomes less useful because discovery and transaction often happen in the same journey.

Ryan Zhou, Managing Director, NIQ China, said the speed of change in the country had broader relevance.

"China remains one of the world's most dynamic commerce markets, where live commerce, social commerce and AI-powered experiences are continually reshaping retail. The speed and scale of innovation in China offer important lessons for brands seeking to anticipate how commerce will evolve in other markets," Zhou said.

Data push

Alongside the report, NIQ highlighted its recent expansion in China and Southeast Asia through the addition of YiMian's digital commerce expertise. The move is intended to strengthen NIQ's coverage of marketplaces, social commerce and the digital shelf, giving clients a fuller picture of consumer behaviour and sales performance across channels.

Brands are seeking better visibility across the full consumer journey, from discovery and engagement to purchase and loyalty, the company said. As commerce systems become more interconnected, that demand is pushing research and analytics providers to combine retail measurement with data from digital platforms and social transactions.

NIQ said its approach draws on data from its Consumer Outlook, Retail Pulse, Digital Purchases and Omnisales products, as well as third-party sources including McKinsey, Morgan Stanley and Adobe. The report covers live commerce, social commerce, quick commerce, retail media networks and agentic commerce.

The broader message from the study is that retail innovation is no longer flowing in a single direction from Western markets to Asia. Instead, China's platforms and shopping formats are increasingly setting patterns that international retailers, consumer groups and brands may have to follow as digital commerce becomes more integrated with media, logistics and consumer communities.

Asia Pacific's share of global eCommerce revenue now stands at about 55%, according to the report.