The question was phrased by the source as follows: "Which shopping channels do you use for purchasing cosmetics? (Choose up to 3 of the most relevant answers)"
Among a total of 3,752 survey respondents, 698 were between 16 and 24 years old, 1,566 between 25 and 34 years old, 1,120 between 35 and 44 years old, 281 between 45 and 54 years old, and 87 at least 55 years old.
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Popularity of buying cosmetics via online marketplaces in China 2024, by age
According to a 2024 survey conducted by , online marketplaces were popular for cosmetics shopping among consumers in China, especially among young people. About ** percent of respondents aged between 16 and 24 years used traditional e-commerce platforms to buy cosmetic products, while ** percent of respondents aged 55 years and above selected this option.
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Rakuten Insight. (January 28, 2025). Penetration rate of purchasing cosmetic products on traditional e-commerce platforms among consumers in China as of September 2024, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/
Rakuten Insight. "Penetration rate of purchasing cosmetic products on traditional e-commerce platforms among consumers in China as of September 2024, by age group." Chart. January 28, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/
Rakuten Insight. (2025). Penetration rate of purchasing cosmetic products on traditional e-commerce platforms among consumers in China as of September 2024, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/
Rakuten Insight. "Penetration Rate of Purchasing Cosmetic Products on Traditional E-commerce Platforms among Consumers in China as of September 2024, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Jan 2025, /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/
Rakuten Insight, Penetration rate of purchasing cosmetic products on traditional e-commerce platforms among consumers in China as of September 2024, by age group ÌÇÐÄÆƽâ°æ, /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/ (last visited August 04, 2026)
Penetration rate of purchasing cosmetic products on traditional e-commerce platforms among consumers in China as of September 2024, by age group [Graph], Rakuten Insight, January 28, 2025. [Online]. Available: /statistics/1553253/china-penetration-rate-of-online-marketplaces-for-cosmetics-by-age/
