China E-commerce GMV Continues Growth in 2025
Data shows that China's e-commerce market GMV continued to grow in 2025, with Tmall, JD.com, Pinduoduo, and Douyin E-commerce all achieving steady growth. The "14th Five-Year Plan" period has seen continuous expansion of consumption scale and optimization of consumption structure, providing strong support for e-commerce development.
From the data, it can be seen that JD.com and Tmall remain the two largest B2C e-commerce platforms in China, with a combined market share exceeding 65%. The 2025 "Double 11" shopping festival saw JD.com's GMV increase by 23% year-on-year, while Tmall's GMV increased by 18% year-on-year.
Price Disorder Causes 2.3B Yuan Loss in 2025
Brand profit losses due to price disorder reached 2.3 billion yuan in 2025, with 40% occurring in traditional e-commerce channels and 60% in O2O channels. Price differences across Taobao, JD.com, Pinduoduo, and Douyin E-commerce averaged 18.7%, with some categories (such as infant formula and cosmetics) exceeding 35%.
This means that the same product may have an actual paid price that differs by one-third across different platforms. Price order monitoring technology has evolved from simple web crawling to AI-driven real-time monitoring systems, covering page price, promotional discounts, coupon stacking, full-reduction activities, member-exclusive prices, and live-streaming exclusive prices.
Unauthorized Market Share Rises to 31 Percent
Monitoring data shows that unauthorized market share rose from 23% in 2024 to 31% in 2025, an increase of 8 percentage points. Low-priced impacts from unauthorized stores are one of the main causes of price disorder. These stores usually do not have formal brand authorization and sell at prices 20-40% lower than the brand's guidance price through gray channel procurement.
This means that brands must establish a closed-loop governance mechanism of "monitoring-notification-rectification-review." Antuo Data's case shows that through systematic price order inspections, brands can reduce unauthorized market share by 15-20 percentage points and restore price order.
Cross-border E-commerce Overseas 618 Promotion
AliExpress launched its 2026 overseas "618" promotion on June 1. First-day data shows that AliExpress Brand+ brand GMV penetration rate approached 40%, further establishing its position as the new home for brand overseas expansion. Brands such as pool-cleaning robots Seauto, water sports Funwater, 3D printing Anycubic, and energy storage batteries Oukitel achieved several-fold or even tens-of-fold high-speed growth.
This indicates that cross-border e-commerce has become a new growth engine for Chinese brands. The "Digital China Development Report (2025)" released in 2026 shows that China's digital economy continues to expand, providing strong support for e-commerce and cross-border e-commerce development.
Brand E-commerce Channel Management Strategy
Based on 2025 practical experience, we summarize the brand e-commerce price order inspection practical strategy: Step 1, establish an SKU-level price monitoring model covering all mainstream e-commerce platforms; Step 2, set price early-warning thresholds (usually ±10% of the guidance price); Step 3, automated notification and rectification processes; Step 4, regularly analyze price order data and optimize channel strategies.
This strategy has been verified by multiple leading brands, with an average reduction in price disorder losses of over 35%. We believe that price order inspection is not only a means to maintain brand value but also an important measure to improve channel health and enhance dealer confidence.
Data Sources
Data Sources: National Bureau of Statistics, Magic Mirror Insights, JD Consumer Research Institute, Nielsen IQ, Antuo Data, AliExpress
Statistical Period
Statistical Period: January 2025 - December 2025
Sample Size
Monitored SKUs: 500K+ | Covered Platforms: Taobao, JD.com, Pinduoduo, Douyin E-commerce, Kuaishou E-commerce | Covered Brands: 2000+
Analysis Method
Analysis Method: Based on SKU-level price monitoring model, combined with coupon stacking analysis, channel hopping identification algorithm, infringement link monitoring system
FAQ
What was China e-commerce GMV growth in 2025
A: China's e-commerce market GMV continued to grow in 2025, with JD.com's GMV increasing by 23% year-on-year during "Double 11" and Tmall's GMV increasing by 18% year-on-year.
How much brand profit was lost due to price disorder in 2025
A: Brand profit losses due to price disorder reached 2.3 billion yuan in 2025, with 40% occurring in traditional e-commerce channels and 60% in O2O channels.
What is unauthorized market share in e-commerce
A: Unauthorized market share rose from 23% in 2024 to 31% in 2025, an increase of 8 percentage points, and is a main cause of price disorder.
How should brands effectively manage e-commerce channel prices
A: Establish an SKU-level price monitoring model, set price early-warning thresholds (guidance price ±10%), implement automated notification and rectification processes, and regularly analyze data to optimize channel strategies.
What are the trends in cross-border e-commerce
A: Cross-border e-commerce has become a new growth engine for Chinese brands. AliExpress's 2026 overseas "618" promotion saw Brand+ brand GMV penetration rate approach 40%, indicating strong momentum in brand overseas expansion.
Sources
- National Bureau of Statistics — "14th Five-Year Plan" Consumption Market Development Report: https://www.stats.gov.cn/
- AliExpress — 2026 Overseas 618 Promotion Data: https://www.aliexpress.com/
- Magic Mirror Insights — 2025 E-commerce Price Monitoring Report: https://www.mktindex.com/report/price-2025
