Nike is tightening its grip on e-commerce in China by requiring key sportswear retailers to stop selling its apparel and footwear online starting January, according to a report by Inside Retail Asia. The affected retailers will pivot to in-store sales only, as the sportswear giant navigates what it describes as a fragmented digital marketplace.
The move is part of Nike’s broader strategy to streamline its online presence and reduce reliance on third-party platforms and distributors. By bringing more sales in-house, the company aims to improve brand consistency and customer experience across its digital channels in China, one of its largest and most competitive markets.
Industry analysts note that the shift reflects a growing trend among global brands to reclaim direct relationships with consumers in China, where fragmented e-commerce ecosystems — including platforms like Tmall, JD.com, and Douyin — can dilute brand control. Nike’s decision signals a more assertive approach to managing its distribution and retail strategy in the region.