The digital shelf is getting more crowded, more competitive, and more global. SimilarWeb’s latest 2025 State of Ecommerce report provides a data-driven roadmap of the trends shaping online retail, offering invaluable insights for brands looking to win market share.
While the full report is a deep dive, several key global themes emerge that are defining the next era of online shopping. For any brand with global ambitions, particularly in the colossal Chinese market, understanding these trends is not just beneficial—it’s essential. In this blog, we identified five global ecommerce trends and compare that to the China market where cross-border ecommerce sales is expected to reach US$500 Billion by end 2025.
The Global E-commerce Landscape: 5 Key Trends for 2025
SimilarWeb’s traffic and behavioral data point to a few undeniable shifts in how consumers discover and buy products online.
- The Reign of Social Commerce:The line between social media and e-commerce has officially vanished. Platforms like TikTok and Instagram are no longer just for brand awareness; they are powerful direct sales channels. The consumer journey now starts with a video review, a creator’s recommendation, or a live shopping stream, shortening the path to purchase dramatically.
- The Mobile-First Imperative:This is no longer a trend but a baseline requirement. The vast majority of traffic and purchases now happen on smartphones. Websites and shopping experiences that aren’t optimized for a seamless, vertical, mobile experience will be left behind.
- The Discount-Driven Mindset:In an uncertain economic climate, value is king. Consumers are actively seeking deals, coupons, and promotions. Data shows that traffic to discount code sites and “sale” pages remains incredibly high. Brands need a clear value proposition and strategic promotional calendar to attract price-sensitive shoppers.
- The Power of “Phygital” Retail:The online and offline worlds are blending. Consumers research online and buy in-store (ROBO – Research Online, Buy Offline), and vice-versa. Brands with a strong physical presence drive significant online traffic, and digitally-native brands are successfully opening brick-and-mortar locations to build trust and community.
- Aggregated Product Discovery:Instead of visiting individual brand websites, consumers often start their product search on massive online marketplaces (like Amazon, eBay) or retail aggregators. Winning the battle on these platforms through superior listings, reviews, and advertising is crucial for visibility.
Link to the full report: https://www.similarweb.com/corp/2025-state-of-ecommerce/
The China Expansion Playbook: A Market Playing by Its Own (Advanced) Rules
For global brands, China represents the ultimate prize and the ultimate challenge. The global trends identified by SimilarWeb are not just present in China; they have evolved into a more advanced, integrated, and sophisticated ecosystem. Here’s how a global brand must adapt its strategy:
- Social Commerce Isn’t a Channel; It’s The Ecosystem.
The global trend of social commerce is on steroids in China. While TikTok is influential globally, in China, Douyin(its Chinese sibling) and the lifestyle platform Xiaohongshuare the absolute epicenters of beauty, fashion, and lifestyle discovery.- The Insight:You cannot just launch a Tmall store and expect traffic to come. Your primary marketing strategy must be creating authentic, educational, and entertaining content on these platforms. Success hinges on collaborations with Key Opinion Leaders (KOLs) and, more importantly, sparking conversations with Key Opinion Consumers (KOCs).
- The Consumer is a Savvy “Ingredient Party” Member.
Chinese consumers, especially in beauty, are highly educated. The term “Chéngfèn Dǎng” (成分党) refers to the “Ingredient Party” – shoppers who meticulously research active components like niacinamide, retinol, and hyaluronic acid before purchasing.
- The Insight:Marketing fluff doesn’t work. Your communication must be transparent, scientific, and educational. Highlight your formulas, clinical data, and brand heritage. You are selling efficacy and trust, not just a logo.
- “Guochao” (国潮) and Fierce Local Competition are the Norm.
SimilarWeb’s data would show meteoric traffic growth for homegrown brands like Perfect Diary and Florasis. These brands have mastered hyper-fast product cycles, stunning packaging inspired by traditional Chinese aesthetics (“Guochao” or “China-chic”), and flawless social media execution.
- The Insight:You cannot compete solely on speed or price. You must compete on authenticity, heritage, and unparalleled quality. Your unique foreign brand story is your strongest asset. Leverage your origin country’s reputation for quality (e.g., “Japanese minimalism,” “French luxury”) and consider thoughtful collaborations with Chinese culture to show respect and relevance.
- Mobile-First is an Understatement; It’s Super-App-Only.
The entire Chinese digital experience is built within all-encompassing super-apps like WeChat and Alipay. A user can discover a product on Xiaohongshu, read reviews on Taobao, and pay via Alipay without ever leaving the app ecosystem.
- The Insight:Your entire digital presence must be built for this integrated, mobile-only reality. This means optimizing for Mini-Programs within WeChat and ensuring a flawless mobile checkout experience on your marketplace storefronts and flagship stores.
- Logistics are a Competitive Advantage.
Chinese consumers are accustomed to same- or next-day delivery. Long, uncertain cross-border shipping times are a major conversion killer. Market research showed 35% returns are due to late deliveries over 5 days.
- The Insight:To win, you must leverage China’s Bonded Warehouse Storing inventory in free-trade zones within China allows for delivery times of 2-5 days, making your shipping competitive with domestic brands and managing customer expectations on taxes and duties.
- Favourable government policies are a bonus.
CBEC imports benefit from significantly lower tariffs and value-added taxes compared to general trade. Furthermore, they are often consolidated into a single, predictable cross-border tax – typically around 9.1%.
- The Insight:Leverage the preferential CBEC tax rates and “positive list” system for a faster and more streamlined customs clearance process. This reduces the complex and time-consuming registration processes required for general market entry especially in approved product categories like supplements, beauty and skincare.
Conclusion: Agility and Deep Localization are Key
The global e-commerce playbook for 2025 is about meeting the consumer on their preferred platform with a compelling value proposition. However, expanding into China requires more than just translating this playbook. It demands a complete rewrite that embraces its unique, advanced, and content-driven digital landscape. By combining the structural advantages of CBEC —favourable taxes, streamlined logistics, and simpler regulations — with investment in authentic content over hard sales, global brands can effectively tap into the world’s largest e-commerce opportunity with confidence and clarity.
The opportunity for cross-border ecommerce is vast. The strategy is clear. The question is, are you ready to walk through?
