艾媒咨询 | 2026年中国小程序电商平台发展状况与用户行为调查数据

随着国内消费市场持续扩容、中国居民消费能力稳步提升，轻量化、社交化的小程序电商快速崛起，成为线上消费的重要增量渠道。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026年中国小程序电商平台发展状况与用户行为调查数据》显示，当前小程序电商用户特征鲜明，以女性用户（72.66%）、31-50岁中青年群体（59.51%）为核心主力，西南、华东、华南为核心消费区域。业态方面，社区团购与线上独立拼单为主流模式；超六成用户经常使用社区团购小程序，用户月均消费集中在101-200元；拼多多、京东拼购、抖音电商拼单占据主流市场。价格实惠、操作便捷、品类丰富是小程序电商的核心优势；依托微信、QQ熟人社交的裂变模式，让拼单传播转化效率大幅提升，超九成用户加入或有意加入社区团购社群。行业发展痛点突出，商品图文不符、品质不稳定、定价不规范等问题频发，商品质量无保障、售后维权难、平台监管缺失、拼单机制不完善是行业主要短板。同时，不同圈层用户需求差异显著，年轻用户侧重拼单体验与成功率，中年用户注重性价比与售后；女性关注商品口碑与品控，男性更看重平台规范与场景拓展。艾媒咨询分析师表示，小程序电商拼单行业已告别粗放扩张，迈入精细化、规范化发展阶段。下沉市场拓展、产地直供供应链升级、线上线下融合是行业核心发展趋势，用户普遍认可产地直供模式，对行业标准化、权益保障、机制优化的诉求强烈。未来行业需聚焦品控与定价规范、完善售后维权体系、优化拼单与配送服务，依托私域社交优势丰富消费场景，推动社区团购与独立拼单模式融合互补，实现行业高质量升级。
With the continuous expansion of the domestic consumer market and steady improvement in residents' consumption capacity, lightweight and social mini-program e-commerce has rapidly risen to become a key incremental channel for online consumption. According to the latest report titled "Survey Data on the Development Status and User Behavior of Chinese Mini Program E-commerce Platforms in 2026" released by iiMedia Research (a globally leading third-party data mining and analysis agency for new economy industries), current mini-program e-commerce users exhibit distinct characteristics, with female users (72.66%) and the 31-50 age group (59.51%) serving as the core demographics, while Southwest, East, and South China are the primary consumption regions. In terms of business models, community group buying and independent online group purchasing dominate; over 60% of users frequently utilize community group buying mini-programs, with monthly spending concentrated between 101-200 yuan. Platforms such as Pinduoduo, JD.com Group Purchase, and TikTok E-Commerce Group Purchase hold significant market shares. Affordable prices, user-friendly operation, and a wide variety of products are the core advantages of mini-program e-commerce. Leveraging the word-of-mouth social networks of WeChat and QQ, the group-purchase model significantly enhances propagation and conversion efficiency, with over 90% of users joining or expressing interest in community group-buying communities. The industry faces prominent pain points, including frequent issues such as product-image discrepancies, inconsistent quality, and irregular pricing, leading to unreliable product quality, difficult after-sales protection, a lack of platform oversight, and incomplete group-purchase mechanisms. Additionally, user needs across different demographics vary significantly: younger users prioritize group-purchase experience and success rates, while middle-aged users focus on cost-effectiveness and after-sales service. Women emphasize product reputation and quality control, whereas men place greater importance on platform standards and scenario expansion. According to the analysts from iiMedia Research, the group-buying e-commerce industry for mini-programs has moved beyond crude expansion and entered a phase of refined and standardized development. Key growth trends include market expansion in lower-tier cities, supply chain upgrades for direct farm-to-market sourcing, and the integration of online and offline channels. Consumers widely endorse the direct farm-to-market model, with strong demand for industry standardization, rights protection, and mechanism optimization. The sector must focus on quality control and pricing standards, improve after-sales dispute resolution systems, and refine group-buying and delivery services. Leveraging the advantages of private social networks to enrich consumption scenarios, the industry should promote the complementary integration of community group buying and independent group-buying models to achieve high-quality upgrades.

艾媒咨询 | 2025-2026年中国二手电商行业发展状况与消费者行为调研数据

随着国内电商市场持续扩容，新品消费沉淀海量闲置资源，叠加绿色消费、“断舍离”理念普及，二手电商行业迎来稳定发展机遇。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025-2026年中国二手电商行业发展状况与消费者行为调研数据》显示，2025年国内二手消费市场认知基础深厚，超九成消费者了解闲置经济，超五成消费者明确愿意购买二手商品，消费接受度持续提升。行业消费群体结构均衡，女性消费者占比51.51%，略高于男性消费者；核心消费人群为26-40岁中青年群体，且多为5001-15000元中高收入人群；消费区域集中在西南、华东、华南地区。当前二手电商消费者交易生态日趋成熟，超五成消费者兼具买卖双重身份，交易品类以数码产品、日用百货、书籍文具等品类为主。消费者交易最关注卖家信誉、流程便捷度与价格合理性，超八成消费者对二手交易平台服务表示满意。行业发展仍存在诸多痛点，线上交易高频出现商品信息隐瞒、实物与描述不符、卖家履约违规等乱象；平台存在信息不对称、信用体系不完善、卖家门槛低等弊端；商品质检流程缺失、服务质量不足、隐私安全隐患是消费者更换平台的主要原因。艾媒咨询分析师指出，目前二手电商行业仍处于规范化升级阶段，消费者的核心诉求集中在严打违规商品、完善商品审核机制、优化定价体系三大方向。未来，二手电商平台需持续完善商品质检与信息审核体系，健全信用监管与纠纷处理机制，规范市场定价标准、强化消费者隐私保护，补齐行业发展短板，推动行业朝着规范化、品质化、精细化方向高质量发展。
With the continuous expansion of the domestic e-commerce market and the accumulation of massive idle resources for new product consumption, coupled with the popularization of green consumption and the concept of "separation and abandonment", the second-hand e-commerce industry has ushered in stable development opportunities. The latest "Research data on the development status of China's second-hand e-commerce industry and consumer behavior from 2025 to 2026" released by iiMedia Research, a globally leading third-party data mining and analysis institution for the new economy industry, shows that in 2025, the domestic second-hand consumption market has a deep cognitive foundation, with over 90% of consumers understanding the idle economy and over 50% of consumers clearly willing to purchase second-hand goods, leading to a continuous increase in consumer acceptance. The industry's consumer group structure is balanced, with female consumers accounting for 51.51%, slightly higher than male consumers; The core consumer group is middle-aged and young people aged 26-40, and most of them are middle and high-income individuals with a budget of 5001-15000 yuan; The consumption areas are concentrated in the southwest, east, and south regions. The current second-hand e-commerce consumer trading ecosystem is becoming increasingly mature, with over 50% of consumers having dual identities as buyers and sellers. The trading categories mainly include digital products, daily necessities, books and stationery. Consumer transactions are most concerned about seller reputation, process convenience, and price rationality, with over 80% of consumers expressing satisfaction with the services provided by second-hand trading platforms. There are still many pain points in the development of the industry, such as frequent online transactions involving the concealment of product information, discrepancies between physical items and descriptions, and seller performance violations; The platform has drawbacks such as information asymmetry, imperfect credit system, and low threshold for sellers; The main reasons for consumers to switch platforms are the lack of product quality inspection processes, insufficient service quality, and privacy and security risks. Analysts from iiMedia Research pointed out that the second-hand e-commerce industry is still in the stage of standardization and upgrading, and consumers' core demands are concentrated in three directions: cracking down on illegal products, improving product review mechanisms, and optimizing pricing systems. In the future, second-hand e-commerce platforms need to continuously improve their product quality inspection and information review systems, establish sound credit supervision and dispute resolution mechanisms, standardize market pricing standards, strengthen consumer privacy protection, fill the gaps in industry development, and promote high-quality development towards standardization, quality, and refinement.