Fresh food e-commerce GMV China 2013-2023

In 2023, the gross merchandise volume (GMV) of China's fresh food e-commerce market amounted to over 642 billion yuan. This indicated a 14.7 percent increase from about 560 billion yuan in the previous year. The market has experienced high-speed growth in the past decade, becoming a significant part of the overall food market. 

Diversified market

China’s fresh food e-commerce market has evolved dramatically over the years, developing into various business models, such as online-to-offline (O2O) model, front warehouse model, community group buying model, subscription box model and integrated store-warehouse model. Across the country, there are tens of thousands of companies engaged in fresh food e-commerce business.  Competition in the market is fierce, with Freshippo, JD Daojia, and Dingdong Maicai standing out as the key market players. 

Office workers as the largest consumer group

In 2023, the total number of fresh food e-commerce platform users in China amounted to more than half a billion.  According to a survey conducted in 2024 among fresh food online buyers, over three quarters of the respondents were between 25 and 40 years old. Moreover, most of them tended to buy fresh food online on a regular basis. Price and discount were among the most influential factors for selecting fresh food e-commerce platforms, while quality was one of the highest concerns for purchasing fresh food online.