Market size of adult product e-commerce sector in China 2016-2020

In 2020, the market size of the adult product e-commerce market in China was projected at 60.4 billion yuan, up from 30.7 billion yuan in 2018. The “world’s factory” has been the largest sex toy producer since 2010, with around 70 percent of the world’s sex toys being manufactured in this country.

Adult product industry in China

In 2015, the market size of adult products in China amounted to 4.7 billion dollars and would double in five years. One of the driving forces behind the market growth was online purchasing, which accounted for over 40 percent of the sex product retail in the country. Not surprisingly, more Chinese consumers prefer ordering sex products from e-commerce platforms to avoid embarrassment. The bestselling items on these shopping sites like Tmall and Taobao varied by gender. Masturbators were the top sales among male consumers, whereas lingerie was popular among females.

Adult product e-retailers

China has been one of the largest B2C e-commerce markets worldwide, followed by the United States since 2015. Among the top e-retailers tackling China’s sex wellness industry were franchises such as Touch, Chun Shui Tang, and Tao Hua Wu. Of these, Touch was the leading brand that received a funding of 50 million yuan in 2014 and 85 million yuan in 2015 from Fortune Venture Capital.

Market size of adult product e-commerce sector in China from 2016 to 2018 with estimates until 2020

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Release date

May 2019



Survey time period

2016 to 2018

Supplementary notes


Note: 1 yuan equals approximately 0.14 U.S. dollars and 0.13 euros (as of February 2020).

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Statistics on "Love and sex in China"

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