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Insider Intelligence’s China Trends to Watch in 2022

More Innovation but Also More Headwinds in the World’s Largest Ecommerce Market

About This Report
In 2022, China’s tech sector will continue dealing with a new regulatory climate, resulting in some new winners and a few familiar losers. Short-form video will make gains with commerce, and the metaverse will rear its head.
Table of Contents

Executive Summary

China is a world leader in ecommerce and digital marketing innovation. But what’s in store for China’s digital economy as retail growth slows and a new tech regulatory climate comes into play?

  • As China’s economy slows down, how will ecommerce sales be affected?
  • How will Alibaba recover from a regulatory crackdown by the Chinese government?
  • What is the outlook for Meituan and Didi, China’s biggest players in food delivery and ride hailing, now that the government has stepped in?
  • What’s next for short-form video and its standard-bearers like Douyin and Kuaishou?
  • Will China win the race to commercialize artificial reality (AR) and virtual reality (VR) metaverse shopping?

KEY STAT: Ecommerce growth in China will decline to 13.0% in 2022. After a decade of unbelievable expansion in digital shopping, China’s sales increases are expected to settle into globally normal levels going forward.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Introduction
  3. Trend: China's Booming Ecommerce Growth Will Moderate More Quickly Than Expected
  4. Trend: Alibaba's Core Ecommerce Operations Will Survive China's Anti-Monopoly Tech Crackdown
  1. Trend: Dominant Sharing Economy and Food Delivery Players Will See Profits and Market Power Diluted
  2. Trend: Short-Form Video Players Will Become Formidable Ecommerce Players
  3. Trend: With the Metaverse Looming, Virtual Experiences Will Come to the Fore
  4. Read Next
  1. Sources
  2. Media Gallery


Ethan Cramer-Flood, Man-Chung Cheung


Debra Aho Williamson
Principal Analyst
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