China's ~$900B Live-Commerce Market Now Approaches US E-Commerce Scale

About this update from Niq Global Intelligence Plc

The consumer habits reshaping global retail were built in the East — and most Western shoppers haven't yet adopted them. NIQ report shows that brands still treating live, social, and quick commerce as "emerging" risk being left behind. CHICAGO, July 17, 2026 --( BUSINESS WIRE )--The center of gravity in global retail has shifted East. The formats now driving the fastest growth in global retail (live shopping, social commerce, and delivery in minutes) were pioneered and scaled in Asia, and most Western consumers have yet to adopt them. According to NIQ (NYSE: NIQ), a leading consumer intelligence company, in its global report The Commerce Revolution: Where East Meets West , the gap between East and West is still vast. The scale is already substantial. China's live-commerce market alone was worth roughly $900 billion in 2025, approaching the size of the entire US e-commerce market, according to market data cited in the report. Yet 68% of consumers in North America and 67% in Europe have never once bought a product through social media, and roughly two-thirds have never used quick commerce. As APAC races ahead, now accounting for nearly 55% of all global e-commerce, Western brands and retailers that keep treating these channels as experiments risk being left behind. And AI is accelerating the shift. The "must-know" numbers

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