Mobile First Shopping Behavior in China Underwear

If you're trying to crack the code on China's underwear market, here’s the real tea: it’s not about fabric or fit first — it’s about how people shop. And right now, mobile-first shopping behavior is calling the shots.

I’ve spent the last three years tracking e-commerce trends across Chinese digital platforms, from Tmall to Douyin and Xiaohongshu. One thing is crystal clear: over 80% of underwear purchases start on a smartphone (CNNIC, 2023). That’s not just big — it’s game-over big for brands still thinking desktop-first.

Take Neiwai (内外), a homegrown brand that ditched traditional retail early. By focusing 90% of their energy on mobile UX, social content, and mini-programs, they grew revenue by 67% YoY in 2023 (Alibaba Group Report). Compare that to international players like Victoria’s Secret, which struggled with flat growth after underestimating local mobile habits.

So what makes mobile shopping in China so different? Let’s break it down:

The Mobile Funnel Is Social-First

Unlike Western markets where Google and Amazon dominate discovery, Chinese consumers find new brands through short videos, KOL reviews, and friend shares in WeChat groups. In fact, 61% of women aged 18–35 say they discovered their latest underwear brand via Douyin live stream.

Frictionless = Conversion

One-click checkout, facial recognition payments, integrated sizing AI — these aren’t luxuries, they’re expectations. Platforms like JD.com report that mobile users abandon carts 3x faster if more than two steps are required post-click.

Here’s How Top Brands Stack Up:

See the pattern? The higher the mobile integration, the stronger the sales momentum. Neiwai isn’t winning because of better lace — they win because their app remembers your size, suggests matches based on weather, and lets you buy mid-video with zero loading time.

And let’s talk trust. In a market flooded with copycats, underwear shoppers in China rely heavily on peer validation. User-generated content (UGC) drives 53% of final purchase decisions (QuestMobile, 2024). That means your product page better include real reviews with photos — not stock images.

Bottom line: If your mobile experience feels like an afterthought, you’re already behind. Optimize for thumb-scrolling, embed social proof, go all-in on live commerce, and make checkout stupid simple. Because in China, the phone isn’t just a device — it’s the entire store.