Where East meets West: China’s live, social and quick commerce innovation reshapes global retail
Commerce models pioneered in China, including live commerce, social commerce and quick commerce, are increasingly influencing how consumers discover, shop and engage with brands around the world, according to a report from NIQ entitled The Commerce Revolution: Where East Meets West.
China’s live commerce market reached approximately $900 billion in 2025, approaching the size of the entire US e-commerce market, while Asia Pacific now accounts for approximately 55% of global e-commerce revenue. 59% of consumers across the region already purchase through social platforms.
“Across Asia Pacific, the growth of social commerce and connected retail is accelerating the adoption of models first developed at scale in China. As these models gain traction in the region, brands need a more integrated understanding of how consumers discover, evaluate and purchase products through physical and digital channels,” says Rachel White, President, Asia Pacific at NIQ.
“The next generation of retail will be shaped by businesses that can connect consumer intelligence across physical and digital commerce. Brands that understand how consumers discover, evaluate and purchase products across every touchpoint will be better positioned to anticipate change and drive sustainable growth.”
“China remains one of the world’s most dynamic commerce markets, where live commerce, social commerce and AI powered experiences are continually reshaping retail. The speed and scale of innovation in China offer important lessons for brands seeking to anticipate how commerce will evolve in other markets,” adds Ryan Zhou, Managing Director at NIQ China.
2026 RTIH Innovation Awards
Live, social and quick commerce will be key focus areas at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
