Contrasting with the U.S. – Europe

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While the U.S. remains a significant e-commerce market, its online buyer penetration sits at just 14%. Despite a high-value market, growth rates in the U.S. are expected to temper due to economic strains and normalizing consumer behaviors.

Why China’s E-commerce Continues to Grow
Between 2018 and 2024, online alcohol sales in China expanded at a CAGR of +16%, capturing a 39% share of global e-commerce sales. Looking ahead from 2022 to 2027, growth is expected to continue at a +6% CAGR, further expanding China’s global market share.

Consumer Enthusiasm Fuels Growth
Chinese consumers are not just frequent buyers; they ecuador telegram number are increasingly enthusiastic about online alcohol purchases, with many buying online more than once a week. This is particularly true among Gen Z, who are of legal drinking age. Nearly half of the consumers surveyed in 2023 expect to increase their purchase frequency in the coming months.


Diverse Category Growth
All main beverage alcohol categories in China are set for growth in e-commerce. Online wine sales are projected to increase at a value CAGR of +8% between 2022 and 2027. Spirits and beer/cider/RTDs are also expected to see positive growth rates.

Put yourself out there on social media
If you want to get to Chinese people, you can be sure that they are all on WeChat and other social media platforms in China. WeChat has 1.26 billion active monthly users in 2022 and it’s the main source of information.

Wechat is the best way to contact your prospects. You can start an official account, where you will put all the main announcements. You can later link this account to a mini-program. If your start-up is about technology and innovation. it’s good to show it there as an example of your product or idea.