Nike to tighten online sales in China amid 'fragmented' marketplace
- Posted on July 22, 2026
- By Business News Today
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- 1 min read
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Nike to tighten online sales in China amid 'fragmented' marketplace
Nike is restricting online sales by distributors in China. This move aims to rebuild shopper trust and sell products at full price. Key retailers will shift to in-store sales starting in January. Nike will sell products through its own digital storefronts on Tmall and Douyin. This strategy seeks to revive growth amidst declining sales and strong domestic competition.
