Suning
A Chinese electronics and appliances retailer with a large online presence.
Suning at a glance
Suning is an e-commerce website and one of the most visited sites in China, currently ranked #127 in the country. It was founded in 1990 by Zhang Jindong and is headquartered in Nanjing, China. Today Suning is owned by Suning.com Co.. Our estimates put its audience at ≈ 80 million visits per month. The business earns money mainly through product sales, marketplace commissions. Its closest rivals include jd.com, gome.com.cn, tmall.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 75.2 million / month | +2% |
| Q2 | ≈ 77.6 million / month | +3% |
| Q3 | ≈ 80 million / month | +3% |
| Q4 | ≈ 84.8 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 24 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| suning | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in China
Company information
- Website
- suning.com
- Sector
- E-commerce
- Owner
- Suning.com Co.
- Owner type
- Public company
- Founders
- Zhang Jindong
- Founded
- 1990
- Headquarters
- Nanjing, China
- Employees
- 50,000+
- Ownership
- Suning.com Co. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $20 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $20 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Suning operates an online retail and marketplace platform focused on China. A Chinese electronics and appliances retailer with a large online presence. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Marketplace commissions
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #127 in this index
- Sector rank
- Leading e-commerce site in China
- Global rank
- 800
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| jd.com | ≈ 48 million / month | #128 class competitor | — |
| gome.com.cn | ≈ 36 million / month | #129 class competitor | — |
| tmall.com | ≈ 24 million / month | #130 class competitor | — |
What is Suning?
Suning (suning.com) is an online retail and marketplace platform serving users in China. A Chinese electronics and appliances retailer with a large online presence. It ranks #127 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Suning?
The site is operated by Suning.com Co., founded by Zhang Jindong. The company was established in 1990 and is headquartered in Nanjing, China. It employs around 50,000+.
Traffic and audience
Traffic estimates place Suning at roughly 80 million visits per month, about 2.7 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Suning makes money
Revenue comes primarily from product sales, alongside marketplace commissions.
Competitors in China
Its closest rivals include jd.com, gome.com.cn, tmall.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1990
Suning is founded in Nanjing, China.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #127 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Suning?
Suning is operated by Suning.com Co.. Public company structure, based on public filings and press reporting.
Where is Suning headquartered?
Suning is headquartered in Nanjing, China.
When was Suning founded?
Suning was founded in 1990 by Zhang Jindong.
How many employees does Suning have?
Suning employs approximately 50,000+ people.
What is Suning's revenue?
Suning's revenue: ≈ $20 billion annual revenue (est.).
Who are Suning's competitors?
Main competitors in China include jd.com, gome.com.cn, tmall.com.
How does Suning make money?
Mainly product sales, marketplace commissions.
Is Suning publicly traded?
Suning's ownership: Public company.
How many visitors does Suning get?
Third-party estimates place Suning at roughly 80 million visits per month, mostly from China, with 76% mobile traffic.
Is Suning safe?
Suning is an established e-commerce site founded in 1990 and ranked #127 in China; use the official domain suning.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssuning.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos