The China online grocery market reached a value of nearly USD 145.58 Billion in 2023. The market is being driven by the robust growth of China’s grocery market. China is the second-largest market for grocery globally. China's online grocery market is expected to grow at a CAGR of 26.70% between 2024 and 2032.
Base Year
Historical Year
Forecast Year
Value in USD Billion
2024-2032
China Online Grocery Market Outlook
*this image is indicative*
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An online grocery platform can be a website or a mobile application of a supermarket or a local grocery store that allows ordering grocery online, or an e-commerce service selling grocery. These platforms sell the fruit, vegetables, and other household items.
The key drivers aiding the growth of the China online grocery market include the country's significant e-commerce and retail sector. It was the largest e-commerce market in 2016 with sales of nearly USD 366.1 billion. The e-commerce industry is also being aided by the supportive policies of the Chinese government. The government is driving the growing penetration of the e-commerce industry, especially in the rural areas, by building infrastructure to aid the e-commerce sector regionally. Although the e-commerce industry is dominated by apparels and footwear, online grocery is a small but fast-growing segment in the industry.
Alibaba and JD.com are largest online grocery retailers in the market, with Alibaba expected to expand its reach both domestically and globally following positive consumer response. The packaged food sector dominates the online grocery sector in the country. In 2016, online sales of packaged food surpassed USD 18.4 billion, with baby food, dairy, rice, pasta, and noodles being popular among Chinese consumers. Other important segments in the online grocery sector are beverages, fresh foods, and packaged products.
Increasing adoption of digital payments, expansion of product categories, and focus on improving logistics is positively impacting the China online grocery market expansion
This shift towards digital payments is driven by the convenience it offers and the growing acceptance of digital transactions among Chinese consumers. The trend is expected to continue, with online payment methods, such as Alipay and WeChat Pay becoming the preferred choice for grocery shopping online.
This trend involves farmers directly engaging with consumers through short-video platforms like Kuaishou to sell their products. For example, Pinduoduo, a leading e-commerce platform in China, has integrated livestreaming features to allow farmers to showcase their fresh produce and interact with customers in real-time.
Online grocery platforms like Alibaba's Tmall Supermarket and JD.com's JD Super are increasingly offering a wider range of products, including fresh foods, beverages, and packaged goods. This trend is driven by the desire for convenience and the ability to shop for all grocery needs online.
The market is also being driven by the higher penetration of internet and smartphones. Smartphones have become prominent devices through which Chinese consumers not only research but also purchase edible goods. Online grocery retailers often offer exclusive discount and promotions on purchases made through mobile phones, thus, making mobile applications a significant retail channel in China. The rise in the online payment applications and the shift towards going cashless is aiding the China online grocery market development.
The high population density in the urban areas of China, where the millennial consumers are willing to experiment with new platforms and try out international brands is driving the China online grocery industry growth. As the industry is focusing more on maintaining its customer base in tier 1 cities, the major players are also looking to expand to tier 2 and 3 cities and towns. The rising middle class with higher disposable incomes and more spending power is driving the online grocery market in China.
The industry is being propelled forward by the rise in infrastructural support for e-commerce ventures and continuous improvement in the logistics technology, such as adoption of electric delivery fleet. Moreover, the attractive prices and offers provided by the platforms, such as discounts, cashback offers, flexible return policy and exclusive subscription offers, like low delivery charges, are ensuring customer retention along with attracting new customers, which is providing further impetus to the market development.
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The EMR’s report titled “China Online Grocery Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type of Category
Market Breakup by Platform
Market Breakup by Payment Method
Market Breakup by Region
Web-based and app-based platforms are popular as they offer convenience, wide product selection, and the ability to leverage digital payment methods
The online grocery market in China includes web-based platforms, which are websites or online portals of supermarkets and local grocery stores that allow consumers to order groceries online. For example, Alibaba's Tmall Supermarket and JD.com's JD Super are two prominent web-based online grocery platforms in China. These web-based platforms provide customers with the convenience of shopping for a wide range of grocery items, including packaged foods, fresh produce, beverages, and household products, from the comfort of their homes or offices.
In addition to web-based platforms, the market is also driven by app-based platforms. These are mobile applications developed by supermarkets, grocery stores, and e-commerce companies that enable consumers to purchase groceries using their smartphones or tablets. For instance, Meituan, a leading on-demand delivery platform in China, has a dedicated grocery delivery app that allows users to order a variety of fresh and packaged food items. The rise in smartphone penetration and the growing preference for mobile shopping have contributed to the increasing adoption of app-based online grocery platforms in China.
Online payment methods hold a significant market share due to rising popularity of digital wallets and security offered by online payments
Online payment methods dominate the China online grocery market share, with digital wallets like WeChat Pay and Alipay being the most popular options. These digital wallets are widely used by Chinese consumers, accounting for more than 90% of the mobile payments market. For example, when shopping on Alibaba's Tmall Supermarket or JD.com's JD Super, customers can easily make payments using their preferred digital wallet, ensuring a seamless and secure transaction process. The convenience and security offered by online payment methods have contributed to their widespread adoption, making them the preferred choice for online grocery purchases in China.
As per China online grocery market analysis, cash on delivery is another significant payment option in the market. This method allows customers to pay for their groceries upon delivery, providing a sense of security and trust for those who prefer not to make online payments. For instance, Meituan's grocery delivery service allows customers to choose cash on delivery as a payment option, catering to those who prefer traditional payment methods or have concerns about online transactions. Cash on delivery remains a popular choice for some consumers in China, offering a convenient and familiar way to complete their online grocery purchases.
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Market players are improving the shopping experience and leveraging technology to enhance customer engagement, with a focus on omni-channel retailing and the integration of online and offline channels
Founded in 1999, is headquartered in Hangzhou, China. The company is a global leader in e-commerce, operating platforms such as Taobao and Tmall. In addition to e-commerce, Alibaba offers cloud computing services, digital media and entertainment, and logistics solutions.
Established in 1998 and based in Beijing, China, is a prominent e-commerce company known for its online retail...
Founded in 2010 and headquartered in Beijing, China, is a leading provider of on-demand delivery services, hot...
With its establishment in 1994 and headquarters in Washington, United States has become a global giant in e-co...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Another key player in the China online grocery market report includes Miss Fresh, among others.
Shangai and Beijing have a robust e-commerce sector, which facilitates market growth
Shanghai is a major hub for online grocery in China. Platforms like Alibaba's Tmall Supermarket and JD.com's JD Super are catering to the rising demand for convenient grocery shopping. Shanghai's online grocery market is expected to continue its positive trajectory due to the city's high population density and tech-savvy consumers.
As the capital city of China, Beijing is a significant player in the country's online grocery market. Major players like Alibaba and JD.com have a strong presence in Beijing, leveraging the city's high purchasing power. Furthermore, Zhejiang, the home province of Alibaba, has a strong e-commerce and retail presence, which has translated into growth for the online grocery market. Platforms like Taobao and Tmall, both owned by Alibaba, have a significant foothold in Zhejiang's online grocery sector.
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China Online Grocery Market Size
China Online Grocery Market Growth
China Online Grocery Market Trends
China Online Grocery Market Share
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The China online grocery market reached a value of USD 145.58 Billion in 2023.
The market is expected to grow at a CAGR of 26.70% between 2024 and 2032.
The major drivers include the rising population, the robust growth of the grocery sector, and the rising investments by the market players.
Key trends aiding market expansion include the rising adoption of digital payments, focus on green logistics, and expansion of product categories on applications.
The market is mainly concentrated in Shanghai, Zhejiang, Guangdong, Jiangsu, and Beijing, among others.
The leading type of categories in the market are grocery and staples and fruits and vegetables, among others.
The market segmentations based on platform include website and mobile application.
The leading payment methods in the market are online and cash on delivery.
Key players in the market are Alibaba Group Holding Ltd., JD.com Inc., Meituan, Miss Fresh, and Amazon.com Inc., among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type of Category |
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| Breakup by Platform |
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| Breakup by Payment Method |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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