Leading online retailer sales share in China 2019

As of May 2019, Alibaba, JD.com, and Pinduoduo ranked as the leading three Chinese e-commerce retailers, accounting for nearly 80 percent of the total online retail sales in the country.

E-commerce retail in China

China has become one of the world’s largest e-commerce markets. As a major driver of the country’s retail economy, e-commerce sales share experienced a considerable rise from 12.4 percent of the total retail sales in 2014, to an estimated 36.6 percent in 2019. In 2023, e-commerce in China was forecasted to represent around 64 percent of the total retail sales market.
In 2019, retail e-commerce spending in China was estimated to amount to 1.9 trillion U.S. dollars. This was more than three times greater than the U.S. market, which was projected to reach around 0.6 trillion U.S. dollars.

Alibaba: the e-commerce giant

Established in 1999, Alibaba.com was founded by Jack Ma, who stepped down as chairman in September 2019. Initially, Alibaba was a traditional e-commerce company but has now transformed into a conglomerate. It has a wide range of business including services such as financial, logistics, digital media, and cloud computing. In fiscal year 2019, the revenue of Alibaba amounted to around 376.8 billion yuan. The number of active consumers across Alibaba's online shopping properties reached 711 million in the last quarter of 2019.
Alibaba Group launched the Singles’ Day marketing plan in 2008, focusing on offering numerous discounts, red packet coupons, and promotions to improve sales on November 11 (or 11.11). This date was chosen to represent single people among Chinese youth from the early 1990s. In 2019, Alibaba's gross merchandise volume on Singles' Day skyrocketed to 38.4 billion U.S. dollars. This represented an astonishing growth from 0.82 billion U.S. dollars just eight years earlier. On November 11, 2019, Alibaba raked in the first one billion U.S. dollars in sales in just 68 seconds.

Leading retailers' share of sales in total retail e-commerce sales in China as of May 2019*

Sales share
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Release date

July 2019



Survey time period

May 2019

Supplementary notes

*Including products or services ordered using internet via any device, regardless of the method of payment or fulfillment.
Including GMV for Tmall, Taobao marketplace and AliExpress Global on a calendar year basis.
Excluding Hong Kong.
Excluding travel and event tickets.

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Statistics on "Alibaba Group"

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