UnionPay
China's national bank card network and payments brand.
UnionPay at a glance
UnionPay is a finance & banking website and one of the most visited sites in China, currently ranked #145 in the country. It was founded in 2002 by People's Bank of China and is headquartered in Shanghai, China. Today UnionPay is owned by China UnionPay. Our estimates put its audience at ≈ 40 million visits per month. The business earns money mainly through network fees. Its closest rivals include alipay.com, tenpay.com, visa.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 37.6 million / month | +2% |
| Q2 | ≈ 38.8 million / month | +3% |
| Q3 | ≈ 40 million / month | +3% |
| Q4 | ≈ 42.4 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
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
- ≈ 12 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 |
|---|---|---|---|
| unionpay | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | 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
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in China
Company information
- Website
- unionpay.com
- Sector
- Finance & Banking
- Owner
- China UnionPay
- Owner type
- State-owned company
- Founders
- People's Bank of China
- Founded
- 2002
- Headquarters
- Shanghai, China
- Employees
- 3,000+
- Ownership
- China UnionPay controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $5 billion annual revenue (est.)
- Languages
- Chinese, English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $5 billion annual revenue (est.)
- Ownership
- State-owned company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
UnionPay operates a bank and digital financial platform focused on China. China's national bank card network and payments brand. Revenue comes mainly from network fees, supported by the other lines listed below.
- Network fees
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #145 in this index
- Sector rank
- Leading finance & banking site in China
- Global rank
- 1500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| alipay.com | ≈ 24 million / month | #146 class competitor | — |
| tenpay.com | ≈ 18 million / month | #147 class competitor | — |
| visa.com | ≈ 12 million / month | #148 class competitor | — |
What is UnionPay?
UnionPay (unionpay.com) is a bank and digital financial platform serving users in China. China's national bank card network and payments brand. It ranks #145 among the most visited websites in the country in this index, within the finance & banking category.
Who owns UnionPay?
The site is operated by China UnionPay, founded by People's Bank of China. The company was established in 2002 and is headquartered in Shanghai, China. It employs around 3,000+.
Traffic and audience
Traffic estimates place UnionPay at roughly 40 million visits per month, about 1.3 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How UnionPay makes money
Revenue comes primarily from network fees, alongside .
Competitors in China
Its closest rivals include alipay.com, tenpay.com, visa.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
- 2002
UnionPay is founded in Shanghai, China.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #145 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
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns UnionPay?
UnionPay is operated by China UnionPay. State-owned company structure, based on public filings and press reporting.
Where is UnionPay headquartered?
UnionPay is headquartered in Shanghai, China.
When was UnionPay founded?
UnionPay was founded in 2002 by People's Bank of China.
How many employees does UnionPay have?
UnionPay employs approximately 3,000+ people.
What is UnionPay's revenue?
UnionPay's revenue: ≈ $5 billion annual revenue (est.).
Who are UnionPay's competitors?
Main competitors in China include alipay.com, tenpay.com, visa.com.
How does UnionPay make money?
Mainly network fees.
Is UnionPay publicly traded?
UnionPay's ownership: State-owned company.
How many visitors does UnionPay get?
Third-party estimates place UnionPay at roughly 40 million visits per month, mostly from China, with 82% mobile traffic.
Is UnionPay safe?
UnionPay is an established finance & banking site founded in 2002 and ranked #145 in China; use the official domain unionpay.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsunionpay.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