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China Online Grocery Market: By Category: Grocery and Staples, Fruits and Vegetables; By Platform: Website, Mobile Application; By Payment Method: Online, Cash on Delivery; By Cities; Historical Market and Forecast (2016-2026); SWOT Analysis; Porter’s Five Forces Analysis; Competitive Landscape; Industry Events and Developments

China Online Grocery Market Outlook

The China online grocery market attained a value of nearly USD 65.5 billion in 2020. The market is being driven by the robust growth of China’s grocery market. China is the second-largest market for grocery globally. In 2017, the grocery industry in the country attained a value of nearly 1.3 trillion. The online grocery sales in China is expected to witness a rapid growth in the coming few years.


China Online Grocery Market

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Globally, China is a leading retail and e-commerce market. It was the largest e-commerce market in 2016 with sales of nearly USD 366.1 billion. The e-commerce industry is being aided by the supportive policies of the Chinese government. The government is driving the growing penetration of the e-commerce industry, especially in the rural areas, by building infrastructure to aid the e-commerce sector regionally. Although the e-commerce industry is dominated by apparels and footwear, online grocery is a small but fast-growing segment in the industry. China is also a significant regional industry for e-grocery in the world.

Alibaba and are the major players in the China online grocery industry. The packaged food sector dominates the online grocery sector in the country. Packaged foods account for over three-fourths of the sector’s online sales. The segment witnessed a rapid growth between 2012 to 2016, growing at a CAGR of 61%. Packaged foods reached an online sales value of USD 18.4 billion in 2016. Baby food, dairy, rice, pasta, and noodles were the leading items purchased online by the Chinese consumers within the packaged foods segment. They together accounted for nearly 77% of the packaged food sales on the online grocery platforms. Baby foods and dairy were the largest sub-segments, according to the total sales within the category. Packaged foods are followed by drinks and fresh foods as the other significant segments in the industry.


Properties and Applications

An online grocery platform can be a website or a mobile application of a supermarket or a local grocery store that allows ordering grocery online, or an e-commerce service selling grocery. These platforms sell the following goods:


China Online Grocery Market By Platform

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  • Grocery and Staples
  • Fruits and Vegetables
  • Others

The payment for the grocery bought online can either be done through online payment options or through cash on delivery. The EMR report also looks in-depth into the regional markets in China like Shanghai, Zhejiang, Guangdong, Jiangsu, and Beijing, among others.


China Online Grocery Market By Region

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Market Analysis

The China online grocery market is being driven by the higher penetration of internet and smartphones. Smartphones have become prominent devices through which Chinese consumers not only research but also purchase edible goods. Online grocery retailers often offer exclusive discount and promotions on purchases made through mobile phones, thus, making mobile applications a significant retail channel in China. The rise in the online payment applications and the shift towards going cashless is aiding the industry growth.

The high population density in the urban areas of China is also aiding the online grocery industry growth. The large population of millennial consumers who are willing to experiment more with new platforms and try out international brands is driving the industry. As the industry is focussing more on maintaining its customer base in tier 1 cities, the major players are also looking to expand to tier 2 and 3 cities and towns. The rising middle class with higher disposable incomes and more spending power is driving the online grocery industry in China.

The industry is being propelled forward by the rise in infrastructural support for e-commerce ventures and continuous improvement in the technology. The innovations expected to take place in logistics technology will further aid the industry growth. The convenience of online grocery platforms is a major driving factor for the industry. The attractive prices and offers provided by the platforms, such as discounts, cashback offers, flexible return policy and exclusive subscription offers, like low delivery charges, are ensuring customer retention along with attracting new customers. The expansive choices available on these platforms, especially of international brands, is also aiding the industry. These platforms are also offering greater assurance of quality to the consumers along with faster delivery times, which is providing further impetus to the industry growth.


Competitive Landscape

The report provides a detailed analysis of the following key players in the China online grocery market, covering their capacity, competitive landscape, and latest developments like mergers, acquisitions, and investments, capacity expansions, and plant turnarounds:

  • Alibaba Group Holding Ltd.
  • Inc.
  • Meituan
  • Miss Fresh
  • Inc.

The comprehensive report by EMR gives an in-depth assessment of the industry based on the Porter’s Five Forces model. A SWOT analysis has also been provided.


Base Year 2020
Historical Period 2016-2020
Forecast Period 2021-2026
Scope of the Report Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment- Category, Platform, Payment Method, Cities
Breakup by Category Grocery and Staples, Fruits and Vegetables, Others
Breakup by Platform Website, Mobile Application
Breakup by Payment Method Online, Cash on Delivery
Breakup by Cities Shanghai, Zhejiang, Guangdong, Jiangsu, Beijing, Others
Market Dynamics SWOT, Porter's Five Forces, EMR’s Key Indicators for Price and Demand
Competitive Landscape Market Structure, Company Profiles- Company Overview, Product Portfolio, Demographic Reach and Achievements, Certifications
Companies Covered Alibaba Group Holding Ltd., Inc., Meituan, Miss Fresh, Inc., Others
Report Price and Purchase Option Explore our purchase options that are best suited to your resources and industry needs.
Delivery Format Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option.


*We at Expert Market Research always thrive to give you the latest information. The numbers in the article are only indicative and may be different from the actual report.

1    Preface
2    Research Methodology
3    Executive Summary

    3.1    Market Overview
    3.2    Key Demand Drivers
    3.3    Key Players
    3.4    Supply Market Changes
4    China Online Grocery Market Overview
    4.1    China Online Grocery Market Analysis

        4.1.1    Figure: China Online Grocery Historical Market (2016-2020) & Forecast (2021-2026)
        4.1.2    Chart: China Online Grocery Market Breakup by Category
      Grocery and Staples 
      Fruits and Vegetables 
        4.1.3    Figure: China Online Grocery Market Breakup by Category: Historical Market (2016-2020) & Forecast (2021-2026)
      Grocery and Staples 
      Fruits and Vegetables 
        4.1.4    Chart: China Online Grocery Market Breakup by Platform
      Mobile Application
        4.1.5    Figure: China Online Grocery Market Breakup by Platform: Historical Market (2016-2020) & Forecast (2021-2026)
      Mobile Application
        4.1.6    Chart: China Online Grocery Market Breakup by Payment Method
      Cash on Delivery
        4.1.7    Figure: China Online Grocery Market Breakup by Payment Method: Historical Market (2016-2020) & Forecast (2021-2026)
      Cash on Delivery
        4.1.8    Chart: China Online Grocery Market Breakup by Cities
        4.1.9     Figure: China Online Grocery Market Breakup by Cities: Historical market (2016-2020) & Forecast (2021-2026)
    4.2    SWOT Analysis
        4.2.1    Overview
        4.2.2    Strengths
        4.2.3    Weaknesses 
        4.2.4    Opportunities
        4.2.5    Threats
    4.3    Value Chain Analysis
    4.4    Porter’s Five Forces Analysis

        4.4.1    Overview
        4.4.2    Buyer’s Power
        4.4.3    Supplier’s Power
        4.4.4    New Entrants
        4.4.5    Degree of Rivalry
        4.4.6    Substitutes
5    Competitive Landscape & Supplier Analysis
    5.1    Alibaba Group Holding Ltd.
    5.2 Inc.
    5.3    Meituan
    5.4    Miss Fresh
    5.5 Inc.
    5.6    Others
6    Industry Events and Developments

Analyst Review


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