6 E-Commerce Mistakes International Brands Keep Making in China (And What 2025 Customers Actually Want Now)

Remember the glory days of Double 11?

When shoppers stayed up ‘til midnight with three phones in hand, calculators ready, and discount codes lined up like battle plans?

Well… those days are over.

Welcome to 2025 - where Chinese e-commerce has officially entered its "rational consumption era". The mega-sale madness has cooled, cart-stuffing rituals are fading, and consumers just want what they need… when they need it.

And yet?

International brands keep playing by the old rules. They plan all year for 618. They blow their budget on one big campaign. They think livestreams alone will save them.

Spoiler alert: They won't.

Let’s break down the 6 biggest e-commerce mistakes global brands are STILL making in China in 2025 - and how to finally get it right.

1. Betting Everything on Double 11 or 618

For years, these mega-festivals were the game. But now?

• Double 11 growth in 2023 was just 4.6%, compared to 30%+ in its heyday.

• 2024 618 new user growth? Just 2.1%. Oof.

Consumers are no longer lining up for the party. They’re shopping when it suits them, not when the platform tells them to.

Real Talk: You’re not launching rockets. Stop treating your campaigns like countdown events. Today’s wins come from consistent, year-round momentum.

2. Ignoring the Rise of “Buy Now Logic”

Chinese shoppers used to be the kings and queens of bargain hunting. Midnight alarms. Discount stacking. Cross-store math puzzles.

But now? Ain’t nobody got time for that.

In 2024, 62% of users said they no longer wait for sales. They just buy when the need arises.

The ultra-deal-seeking crowd shrunk from 70% in 2021 to under 50% today.

Real Talk: If you’re still creating 80-slide decks just for Double 11 promotions, you’re missing the point. The modern consumer wants instant relevance, not just discounts.

3. Forgetting That Every Day is a Sales Day Now

Peak shopping used to be a few times a year. Now? Every month has Super Category Days, Themed Promotions, or some kind of flash frenzy.

And with every new "festival"... the excitement fades.

• Double 11 now stretches a full month.

• Platforms layer on pre-sales, add-to-cart bonuses, live-stream drops, and more.

• Scarcity? Nah. It’s starting to feel like… everyday prices in a funny hat.

Real Talk: When everything’s on sale, nothing feels special. The smart move is to make your brand the special part, not just the price tag.

4. Relying Too Heavily on Livestreaming Alone

Yes, livestreaming is huge. And yes, influencer sales still pop. But the field is saturated.

Live shows used to spike traffic. Now they’re just background noise.

The new consumer attention economy is divided: short-form videos, trusted KOCs, UGC, reviews, and even classic search are making a comeback.

Real Talk: Livestreaming can’t carry your brand. You need a full-funnel content game that earns attention before the cart even opens.

5. Thinking “Sales = Growth” Instead of “Search = Intent”

Here’s a twist no one saw coming: In the middle of all the video content and livestream madness, search is back.

Why? Because consumers aren’t waiting to be seduced - they’re looking for what they need.

If you’re not optimized for in-app search, SEO on RED, or discovery on Douyin… you don’t exist.

Real Talk: Search = high intent traffic. Get found. Be relevant. Become the first thought when the need hits.

6. Still Outsourcing to “Partners” Who Only Show Up at Festivals

Let’s be blunt: China is hard. The playbook changes every quarter. And if your on-the-ground team only activates during 11.11 or 618… you’re not scaling, you’re surviving.

You don’t need a “partner.”
You need a growth operator. One that builds your store, buys your inventory, and makes daily profits… not just PowerPoints.

Real Talk: There’s no room for tourists anymore. You’re either in this market - or you’re out.