(Source: https://pltfrm.com.cn)
Introduction
China’s e-commerce landscape in 2025 is more diverse and powerful than ever. With GMV expected to exceed ¥18 trillion, choosing the right sales platform is the single most important decision an overseas brand will make. This guide reveals the best platforms to sell in China 2025, complete with traffic data, category strengths, and proven entry tactics used by top international players.
- Tmall & Tmall Global – Still the King for Premium Overseas Brands
1.1 Why Tmall Remains Dominant Tmall controls over 55% of China’s B2C market share in 2025 and is the preferred destination for mid-to-high-end overseas brands. Its flagship store model offers full brand control and direct consumer data ownership. Overseas brands that invest in Tmall Flagship Stores see 3–5× higher repeat purchase rates than marketplace-only models.
1.2 Tmall Global for Cross-Border Fast Entry No mainland entity required, bonded warehouse model, and built-in logistics via Cainiao. In 2025, Tmall Global introduced “Next-Day Arrival” in 100+ cities, pushing conversion rates above 12% for beauty and health categories. - JD.com & JD Worldwide – Trust-First Platform
2.1 Self-Operated + POP Hybrid Model JD’s self-operated logistics (JD Logistics) guarantees authentic products, making it the #1 choice for maternal, health, and electronics categories. Overseas brands using JD Worldwide benefit from white-glove customs clearance and 24-hour delivery in Tier-1/2 cities.
2.2 Financial Tools for Growth JD offers revenue-based financing and instant settlement (T+1), helping overseas brands scale inventory without heavy upfront capital. - Douyin E-Commerce – The Explosive Growth Engine
3.1 Interest-Based Algorithm Drives Discovery Douyin’s 800 million+ DAU and interest-driven feed delivered ¥2.8 trillion GMV in 2024 and is projected to grow 40% in 2025. Overseas brands that master short-video + livestream combos routinely achieve ROIs above 8:1.
3.2 Storefront + Content Seamless Integration Opening a Douyin Flagship Store now takes less than 7 days, and brands can link directly from videos to checkout without leaving the app. - Pinduoduo & International – Value-Driven Mass Market
4.1 Group-Buying & Agricultural Edge Perfect for daily necessities, snacks, and low-price-point items. Pinduoduo International launched enhanced cross-border logistics in 2025, cutting delivery time to 5–9 days.
4.2 Lowest Customer Acquisition Cost Average CAC on Pinduoduo remains 60–70% lower than Tmall and JD, ideal for testing new product lines. - Case Study: New Zealand Dairy Brand’s Multi-Platform Success in 2025 A premium New Zealand milk-powder brand entered China in Q1 2025 with a three-platform strategy: Tmall Global flagship for credibility, Douyin livestreams with maternal KOLs for traffic, and JD Worldwide for high-end gifting bundles. Within nine months they achieved ¥180 million GMV, with Douyin contributing 58% of new customer acquisition.
Conclusion
The best platforms to sell in China 2025 are no longer one-size-fits-all. Combine Tmall/JD for trust and brand building with Douyin for explosive growth and Pinduoduo for cost efficiency to dominate the market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
