According to NielsenIQ’s report titled “The Commerce Revolution: Where East Meets West,” models that have become widespread in Asia, such as live shopping, social commerce, and rapid delivery, are emerging as key growth channels in global retail.

The report stated that the Asia-Pacific region accounted for approximately 55 percent of global e-commerce revenue as of 2025. China’s social commerce market, currently valued at around $500 billion, is expected to reach $1.8 trillion by 2030. It was noted that these figures are based on third-party market estimates used in the report.

Live Commerce and Social Shopping Become Widespread in Asia

According to NielsenIQ data, 59 percent of consumers in the Asia-Pacific region shop through social platforms. In contrast, 68 percent of consumers in North America and 67 percent of consumers in Europe stated that they have never purchased a product through social media.

Regional differences also stood out in quick commerce. Approximately 69 percent of consumers in North America and 66 percent of consumers in Europe reported that they had never used quick commerce services. In India, however, quick commerce accounts for approximately 80 percent of online fast-moving consumer goods sales. Around 10,000 dark stores operating in China enable deliveries across the country in 30 minutes or less.

Artificial Intelligence Connects Retail Systems

The report stated that artificial intelligence accelerates product discovery in live commerce and social commerce, while also supporting retailers in pricing, targeting, and measurement processes. It was noted that brands are increasingly moving away from managing separate channels and toward operating data, media, commerce, and delivery processes as connected systems.

NielsenIQ Western Europe President Emilie Darolles said that developments in Asia should not be seen as a threat to Western retailers, but as a preview of future shopping habits. Darolles stated that live shopping, live commerce, social commerce, and instant delivery are no longer emerging channels in Asia and have become standard shopping methods for consumers.