China’s sex tech revolution goes mainstream

From food delivery to livestreams, tech giants and e-commerce platforms are racing to claim a share of China's booming yet discreet $28B adult products market

• China’s adult products market is forecast to hit RMB 208B ($28.7B) by 2025, with female-focused toys and lingerie dominating demand.

• Tech giants like Meituan, Ele.me, JD.com, and ByteDance are redefining the “shameful” category via AI dolls, 30-minute delivery, and lifestyle livestreams.

• Female consumers are driving mainstream acceptance, but tight regulations, price sensitivity, and cultural taboos remain major hurdles to mass adoption.

The rise of the “shame economy”

If you ordered lingerie or a sex toy in China recently and it showed up in under 30 minutes, there’s a good chance it wasn’t from your typical e-commerce app—but from a food delivery platform.

Meituan, China’s largest food delivery company, has quietly rolled out a high-traffic “adult toys” tab on its app. Users in cities like Shenzhen can now browse a curated selection of lingerie and sex toys, and get them delivered just like dumplings.

This isn’t Meituan’s first foray into the space. It launched a pilot program last year called LOVE LAB, a self-operated network of discreet, unstaffed warehouses storing adult goods.

When users order, couriers pick up from these mini-hubs—often tucked inside office buildings—and deliver within the hour.

Why the rush? Because impulse buying rules the category, and fast delivery removes friction—and stigma.

As Liu Yang, brand manager at female toy brand Confession Bunny, puts it:

Many users just want to solve a need in the moment. Price and delivery speed matter more than brand prestige.

Delivery wars: from meals to moans

Meituan’s biggest competitor, Ele.me (owned by Alibaba), isn’t sitting still. It launched its own adult product delivery service, Hi Le Me, under its healthcare division.