How Ecommerce Is Changing China's Lingerie Sales

Once upon a time, buying lingerie in China meant blushing at the cashier, awkward fittings, and limited choices. Fast forward to 2024, and the whole game has changed — thanks to ecommerce. Online shopping isn’t just convenient; it’s reshaping how Chinese women view, buy, and experience intimate apparel.

China’s lingerie market was worth over $18 billion in 2023, with online sales accounting for nearly 65% of total revenue — up from just 30% a decade ago. Platforms like Tmall, JD.com, and Douyin have turned underwear shopping into a personalized, private, and even empowering experience.

Why Ecommerce Fits Like a Second Skin

Let’s be real: lingerie is personal. Many shoppers feel uncomfortable trying on bras in crowded malls or dealing with pushy sales staff. Enter ecommerce — where privacy meets precision. With AI-powered size guides, virtual try-ons, and discreet packaging, brands are making online purchases not just safe, but seamless.

Taking cues from global players like Victoria’s Secret and local darlings like NEIWAI (Undercover) and Intima, digital-first strategies are winning hearts — and wallets. NEIWAI, for example, grew its online revenue by 120% in two years, largely through social commerce and livestreaming.

The Rise of Livestreaming & Social Commerce

In China, you don’t just scroll — you watch, interact, and buy in real time. Livestreaming has become the new fitting room. On platforms like Douyin and Kuaishou, influencers demonstrate bra fits, explain fabric benefits, and answer viewer questions — all while viewers click “Buy Now” without leaving the app.

In 2023, over 40% of lingerie sales on Tmall during Singles’ Day came directly from livestreams. One top streamer sold 50,000 units of a single bra style in under two hours.

Data That Speaks Volumes

Check out this snapshot of how ecommerce has transformed China’s lingerie landscape:

As you can see, it’s not just about selling more — it’s about selling smarter.

Changing Consumer Minds, One Click at a Time

Ecommerce has done more than boost sales — it’s shifted cultural attitudes. Women now see lingerie as self-expression, not just function. Brands are responding with inclusive marketing, diverse body types in ads, and educational content about fit and comfort.

NEIWAI’s campaigns focus on “wearing what feels right,” while Intima uses WeChat mini-programs to offer personalized consultations. These aren’t just sales tactics — they’re building trust in a space that once felt taboo.

What’s Next?

Expect even deeper integration of AR/VR try-ons, AI chatbots for fit advice, and sustainable fashion lines marketed through short videos. The future of lingerie in China isn’t in stores — it’s in your phone, your feed, and your control.

So whether you're a brand looking to break in or a shopper tired of ill-fitting bras, one thing’s clear: ecommerce isn’t just changing how we buy lingerie — it’s redefining intimacy in the digital age.