The Digital Shift: E-commerce Trends in the Chinese Lingerie Industry

In recent years, the Chinese lingerie industry has undergone a quiet revolution—one powered not by silk or lace, but by data, digital platforms, and shifting consumer mindsets. What was once a conservative, brick-and-mortar dominated market is now booming online, with e-commerce at the helm of this transformation.

China’s lingerie market reached a value of over $28 billion in 2023, and experts project a compound annual growth rate (CAGR) of nearly 9% through 2027. The driving force? A digitally native generation of women who prioritize comfort, self-expression, and convenience—all delivered at the tap of a screen.

Platforms like Tmall, JD.com, and emerging social commerce hubs such as Xiaohongshu (Little Red Book) have become the new fitting rooms. In fact, over 75% of lingerie purchases in China are now made online, up from just 40% a decade ago. This shift isn’t just about sales channels—it’s a complete reimagining of brand-consumer relationships.

Take the rise of DTC (Direct-to-Consumer) brands like NEIWAI (内外) and Ubras. These players bypass traditional retail gatekeepers, using targeted social media content and body-positive messaging to build loyal followings. Ubras, for instance, launched the viral 'No Wire, No Worry' campaign, which resonated with urban professionals seeking comfort without compromise. Their sales skyrocketed, growing over 300% year-on-year during Singles’ Day 2022.

But what truly sets this digital shift apart is personalization. Advanced AI algorithms analyze browsing behavior, body types, and even skin tone to recommend ideal fits and styles. Some brands now offer virtual try-ons using augmented reality—bridging the gap between physical touch and digital convenience.

Key E-commerce Trends Reshaping the Market

• Live-stream shopping: Hosted by influencers, these real-time sessions drive impulse buys and trust.
• Social commerce integration: Platforms blend content and checkout, shortening the buyer journey.
• Sustainability focus: Eco-friendly materials and packaging are becoming selling points.
• Inclusive sizing: Brands embracing diverse body types see higher engagement and loyalty.

Market Growth & Online Penetration (2019–2023)

As we look ahead, one thing is clear: the future of lingerie in China isn’t just online—it’s intelligent, inclusive, and intimately connected to the user. For global brands eyeing this space, success lies in understanding local tastes and leveraging digital innovation.

Want to dive deeper into how e-commerce in China is reshaping intimate apparel? Or explore strategies to enter this vibrant market via digital lingerie trends? The runway is digital—and it’s wide open.