China E-Commerce Shifts Toward Experience, Value and Local Consumption

What changed

At the 2026 China International Fair for Trade in Services in Beijing, speakers described Chinese e-commerce as shifting from online product sales toward integrated experiences, services, nearby consumption and trust-based transactions, according to 中新网财经新闻.

Chinese residents spent an average of 13,602 yuan on services in 2025, or 46.1% of per-person consumption. Meituan executive Chen Yifang said demand is growing for wellness, cultural and sports experiences, while consumers are emphasizing value. Suppliers are responding with one-stop experiences, self-service formats and packages that combine services with merchandise.

Kuaishou executive Chen Zitao said followers account for nearly 60% of the platform’s gross merchandise volume. Their conversion rate is five times that of non-followers, and their average buyer GMV is 1.8 times higher. WeChat Pay executive Liang Weiqiang said holiday spending on attractions and performances is expanding, while transport, restaurants and regional services, including “15-minute life circles”, continue to support everyday consumption.

Why it matters

The competitive unit may increasingly be a complete consumption experience rather than a single product or service. Gyms, beauty businesses and sports venues may compete through the setting they create, the related goods they sell and their ability to retain customers.

The report’s “near-field” trend points to two complementary markets: occasional, destination-based spending on performances, attractions and travel, and frequent local spending on transport, food and community services. Its account of Kuaishou also suggests that trusted creator and follower relationships can reduce the difficulty of choosing among abundant products and services.

If these trends continue, platforms and merchants that connect trusted recommendations with convenient local fulfillment may gain an advantage over those competing mainly on product variety or price. The extent of that shift remains a forecast from conference participants, not an independently established market-wide conclusion.

What to watch next

Watch whether service consumption continues to rise as a share of household spending, whether merchants increasingly bundle products with services, and whether self-service and other low-contact formats expand beyond current venues.

Platform data will also show whether follower-driven purchases remain a dominant source of GMV and whether “15-minute life circle” services sustain growth outside holiday and event-related spending.