Drastic changes have been influencing e-commerce and the position of global brands in this fast-moving industry in China. Marketing expert Ashley Dudarenok provides an overview of the changes in the past few years on her website, Chozan.
Ashley Dudarenok:
China’s e-commerce sector is poised for a transformative shift by 2025, driven by advancements in artificial intelligence (AI), immersive shopping experiences, and a strategic pivot towards direct-to-consumer (DTC) models. These developments reshape the digital retail landscape, influence consumer behaviors, and redefine business strategies.
Immersive Retail and Predictive Infrastructure
While content remains king, China’s retail infrastructure is evolving to make digital shopping more tactile, immersive, and real-time. Shoppers can now try on lipstick shades using AR filters, tour 3D virtual stores during festivals, or interact with AI-powered assistants that mimic a live consultation.
At the same time, fulfillment and supply chains are becoming smarter and more responsive. AI is used to:
- Predict product demand based on platform activity and livestream events
- Sync inventory across online and offline systems
- Enable same-day or under-one-hour delivery in top markets
- Support real-time order routing and smart warehousing
Experimental platforms like Baidu’s XiRang and ByteDance’s Project Puff also explore the metaverse layer, where digital avatars browse virtual malls, try on clothes, and attend product launches in immersive environments.
The result is an intelligent, multi-channel, and frictionless retail stack. Shopping no longer begins with a search bar—it starts in a video feed, a private community, or a personalized app homepage. And it ends wherever the customer chooses: in a live stream, in-store, or with a package arriving in 20 minutes.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more innovation experts at the China Speakers Bureau? Do check out this list.
