Nike to streamline China online business from Jan 2027, focus on official flagship stores

By: Rachel Lawler, Just Style Reading Time: 2 min

Nike has announced plans to streamline its online business in China, focusing on a select number of official digital marketplaces starting in January 2027.

The sportswear giant will concentrate its e-commerce operations on its own app and website, as well as its marketplaces on TMall, JD.com, and Douyin. These platforms will serve as Nike's only official online shopping destinations in the region, as the company aims to create "a more consistent, premium and connected marketplace."

Other online storefronts currently selling Nike products will "transition out" of doing so, though some exceptions will apply.

Commitment to Access, Not Reduction

Nike executive Sparks emphasized that the plan is not about "reducing access" in China.

"This is about strengthening the platforms where consumers already begin and end their shopping journey, making sure those experiences are direct, consistent and unmistakably Nike," she explained.

In addition to its digital strategy, Nike plans to enhance its physical retail stores in China by improving product presentation, service, and assortments.

Distributor Response

Yu Wu, chairman, CEO, and executive director of Topsports — Nike's largest distributor in China — acknowledged the short-term challenges of the adjustment.

"This adjustment will bring some short-term pressure to our business. But we firmly believe that, over the medium- to long-term, this direction will help promote a healthier, more orderly, and more sustainable retail ecosystem in China, while further improving consumer experience and product appeal," Wu said.

He added: "Looking ahead, we will continue to work closely with Nike, leveraging our strengths in offline retail operations, local consumer service and deep market development across city tiers. Through new concept sport stores and high-quality physical retail experiences, we will bring Chinese consumers richer and more meaningful sport experiences."

Focus on Locally-Created Products

Nike has also appointed its first Greater China vice president of local product creation. This role will focus on products designed, developed, and manufactured in China specifically for Chinese consumers.

Sparks noted that this move is essential for delivering the "speed, relevance and precision" required in the Chinese market.

Market Context

Recent years have seen Nike struggle in China, with flat sales in the region dragging down its overall performance in FY26.

Despite these challenges, Sparks expressed optimism: "Nike's future in Greater China is bright. We remain deeply committed to building that future, one grounded in a stronger, more connected, elevated marketplace, both online and in-store, and focused on serving athletes across Greater China better than ever before."

This article was originally created and published by Just Style, a GlobalData owned brand.