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China’s Live Commerce Market Approaches $900 Billion

live commerce

China’s live commerce market reached a size of approximately $900 billion in 2025, approaching the scale of the total e-commerce market in the United States.

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.

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NIQ and Lula Commerce Collaborated for AI-Powered Digital Retail

NIQ

Lula Commerce signed a strategic collaboration with NielsenIQ to enable retailers operating in the convenience retail field to transition to digital commerce more quickly. Bringing together NIQ Product Intelligence capabilities and Lula Commerce’s AI-powered e-commerce platform, the collaboration aims to provide retailers with more accurate product data, a branded ordering experience, and scalable digital infrastructure.

Digitalization in Retail Will Accelerate with Lula Commerce

The collaboration between NIQ and Lula Commerce focuses on two fundamental needs of e-commerce: reliable and complete product content and a quickly deployable branded digital commerce experience. While Lula Commerce helps retailers create first-party ordering channels through their own websites and mobile applications, it also integrates them with third-party delivery providers.

The platform supports processes such as location analysis, communication with delivery providers, digitization of store menus, and management of orders from a single system. It is stated that Lula Commerce serves more than 165 regional brands across 44 states.

NIQ Product Intelligence Prepares Product Data for AI

NIQ Product Intelligence provides product content, structured attributes, and contextual data intelligence built on the Brandbank infrastructure. This structure aims to ensure that products are interpreted more accurately and consistently in e-commerce systems, search experiences, and AI-powered shopping environments.

Gregory Hunter, Vice President of Retail Digital Shelf Content at NIQ U.S., stated that as commerce becomes increasingly digital and AI-focused, the role of product information is also changing. According to Hunter, NIQ Product Intelligence contributes to helping retailers go beyond managing product content and create a connected intelligence layer that supports products being discovered, interpreted, and selected.

Speed and Accuracy Come Together in the Same Infrastructure

Lula Commerce Co-Founder and CEO Adit Gupta emphasized that retailers should not have to “choose between speed and accuracy.” Gupta stated that the collaboration with NIQ Product Intelligence will help retailers launch e-commerce faster and meet consumers’ expectation for complete and reliable product information.

The collaboration aims to reduce issues such as fragmented supplier structures, slow digital launch processes, and inconsistent product data. With this model, NIQ and Lula Commerce aim to enable convenience retailers both to launch e-commerce quickly and to create a scalable roadmap for long-term digital maturity.