China’s online retail sales reached 11.28 trillion yuan in the first nine months of 2025, marking a 9.8% year-on-year increase, according to data released Monday by the National Bureau of Statistics (NBS).

The continued growth in e-commerce reflects strong consumer appetite for digital shopping platforms, even as broader retail trends remain moderate.

Of the total, physical goods accounted for 9.15 trillion yuan, a 6.5% increase from the same period last year. These sales made up 25.0% of the country’s total retail sales of consumer goods, underscoring the central role of online commerce in China’s retail landscape.

Among physical goods sold online:

• Food-related products saw the strongest growth, rising 15.1%

• Clothing sales increased 2.8%

• Daily-use items such as household goods grew 5.7%

Analysts say the data reflects both a normalization of consumer behavior post-pandemic and the deepening integration of e-commerce into everyday life, particularly in lower-tier cities and rural areas. The figures also suggest a shift in consumer preferences toward essential and lifestyle-related products.

With domestic consumption playing an increasingly vital role in China’s economic strategy, the robust performance of online retail is expected to continue supporting growth amid global uncertainties and China's structural economic adjustments.