China’s Live Commerce Surges Past $900 Billion, Redefining Global Retail — NIQ Global Intelligence plc

Event summary

China’s live-commerce market hit $900 billion in 2025, nearing the size of the entire U.S. e-commerce market.
Asia Pacific now accounts for ~55% of global e-commerce revenue, with 59% of consumers purchasing through social platforms.
NIQ expanded its commerce intelligence capabilities by acquiring YiMian’s digital commerce expertise in China and Southeast Asia.
China’s social commerce market is projected to reach $1.8 trillion by 2030.

The big picture

China’s commerce innovation—live, social, and quick commerce—is reshaping global retail by blurring the lines between physical and digital shopping experiences. As these models gain traction outside China, brands must adapt to interconnected ecosystems where content, community, media, payments, and fulfillment operate seamlessly. NIQ’s expansion into digital commerce intelligence positions it to capitalize on this shift, but success will depend on its ability to provide actionable insights across fragmented consumer journeys.

What we're watching

Market Adoption: How quickly Western markets will integrate China’s live and social commerce models into their retail strategies.
Data Integration: Whether NIQ can effectively combine YiMian’s digital commerce expertise with its global consumer intelligence to offer a seamless solution.
AI-Driven Insights: The pace at which AI-powered solutions will enable brands to respond to changing consumer behavior in real time.