Really interesting to see at what pace the retail landscape is changing in China. While ecommerce is not moving much, there is a new segment which has a strong growth : social commerce (online sales initiated on social media). According to a recent article of The Economist, it now represents 30 % of ecommerce in China, vs around 6 % in the US.
The clear leader on this segment is Tik Tok.
We have a clear illustration of this with the vitamin sector in China : while EZZ continues to have a strong growth in China, Vita Life Science had a decrease of its sales there during calendar 2024, as they are missing this new distribution trend.
