ECMOHO

What ECMOHO does

ECMOHO is a Shanghai-headquartered, NASDAQ-listed (ticker: MOHO) integrated service provider for the non-medical health and wellness category in China, founded in 2011 by CEO Wang Ying. The company operates as a bridge between brand partners and Chinese consumers, serving 200+ domestic and international health brands across seven categories (health supplements, maternal and infant health, healthy food, medical devices, skin health, household care, and smart appliances). Its offerings span five integrated service lines: smart retail (flagship store operations on Tmall, JD, Kaola, Vip.com, Douyin, Kuaishou), omni-channel marketing, customer service, technology services, and technology-enabled logistics.

The company's core technology stack is a proprietary SaaS-based industrial internet architecture built around a unified business middle platform that integrates front-end retail channels with back-end operations. Key components include a self-developed CRM system tracking 12.34 million paying consumers with user tagging, data mining, and precision marketing; a self-developed BI system with five-plus years of industry data; and integrated logistics technology (WMS, WCS, OMS, TMS) supporting automated warehousing with peak capacity of 100,000+ orders per day. Subsidiary Ran Yao Media (燃钥传媒) consolidates new media e-commerce marketing including Douyin brand marketing, live streaming, and a 4,000+ influencer network.

ECMOHO generates revenue through commissions on e-commerce platform sales, service fees for cross-border e-commerce operations (customs, bonded logistics, regulatory compliance), recurring SaaS and digital marketing subscriptions, and transaction/logistics fees. Pricing is negotiated per-brand, per-scope on multi-year B2B contracts. The GTM motion combines channel partnerships (flagship stores, distributors, O2O, social commerce), enterprise sales for new brand acquisition, and event-driven campaigns (618, Double 11, Super Brand Days). FY2020 net revenue was $305M, with 8 core strategic brand partners each contributing over $10M. The company's primary end-consumer profile is 80% female, ages 18-34 (61%), distributed across tier-1 to tier-5 cities.

Name

ECMOHO

Legal name

ECMOHO Limited

Website

https://ecmoho.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

ECMOHO is a Shanghai-based, NASDAQ-listed (MOHO) integrated health and wellness service provider founded in 2011. It serves 200+ domestic and international health brands by offering smart retail, cross-border e-commerce, digital marketing, SaaS technology, and logistics services to reach Chinese consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. E-commerce Platform Services & Commission: ECMOHO earns commissions and service fees by operating flagship stores and distributing health brands on Tmall, JD, Kaola, Vip.com, and other platforms. Revenue is generated through product sales markup, advertising placement fees, and platform commissions on a per-transaction basis.
2. Cross-border E-commerce Services: Since 2014, ECMOHO provides one-stop cross-border import services for international brands, including customs clearance, bonded logistics, and regulatory compliance support, charging service fees and transaction margins.
3. Digital Marketing & SaaS Services: Provides strategic digital consultation, precision marketing, CRM tools, and SaaS platform access to brand partners, generating recurring service fees. Includes KOL/livestreaming services and data analytics subscriptions.
4. Logistics & Fulfillment Services: Warehousing, 2C order fulfillment, bonded transportation, and customs inspection services for brand partners, charged per order or by storage volume/duration.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

ECMOHO provides end-to-end digital operations services for health and wellness brands seeking to reach Chinese consumers. Its offerings combine smart retail store operations, omnichannel digital marketing, customer service, proprietary SaaS technology, and tech-enabled logistics across major Chinese e-commerce and social platforms. The company serves more than 200 brand partners and connects them with more than 12 million paying consumers in China.

Product overview

ECMOHO operates as a comprehensive health and wellness service platform offering an integrated suite of digital solutions for brand partners. The core platform consists of proprietary SaaS business systems, BI analytics, CRM, and supply chain management systems (WMS/TMS/OMS). These are complemented by health content marketing services, new media operations (including Douyin/Kuaishou live streaming), and logistics services. The company also operates a subsidiary 'Ran Yao Media' for new media e-commerce marketing. The platform serves over 200 health brands across 7 categories (health supplements, maternal-infant, food, medical devices, skin health, household care, smart appliances) through omni-channel retail and global marketing services.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Retail Services End-to-end flagship store and omnichannel retail operations for health and wellness brands on Tmall, JD, Pinduoduo, Douyin, Kuaishou, WeChat, and offline channels. Includes storefront setup, daily operations, merchandising, pricing, and order fulfillment for brand partners.

Quantifiable outcome

• 2020 full year net revenue of $305M, with Q4 2020 revenue of $71.85M at 25% gross margin (up from 17% in Q4 2019)
• +7 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, important and minor.

• Hayao Group (哈药集团)coreStrategic or Co-development Partner · 10 May 2021Joint product development partnership to launch Puxue (朴雪) iron vitamin B12 oral solution targeting iron-deficient populations (children, adults, pregnant/nursing women). ECMOHO contributes consumer insights via CRM, digital marketing strategy, and live streaming commerce. Hayao provides product R&D and manufacturing. The product achieved 7.4x YoY growth during 618 2021 on Alibaba Health.
• Danish Consulate (丹麦领事馆)coreStrategic or Co-development Partner · 19 April 2021Trilateral '领航计划' (Navigation Program) partnership with Danish Consulate and JD Health to create a 'Danish Health Pavilion' serving 1 billion Chinese online consumers with Danish health, beauty, and organic products. ECMOHO provides full-channel retail, cross-border e-commerce, and digital marketing services. Danish Consulate projects 20-30 Danish health brands will enter the pavilion in 2021.
• Yato (怡亚通)coreStrategic or Co-development Partner · 2 November 2020Strategic cooperation combining ECMOHO's online digital marketing and cross-border capabilities with Yato's offline supply chain network (380 cities in China, 10+ countries globally). Aims to co-build a customized health service ecosystem, explore new consumer health brands, and empower 78+ brand partners with enhanced supply chain and marketing capabilities.
• Kaola (考拉海购)importantGTM or Marketing Partner · 14 October 2020Joint 'Super Brand Day' event with Mediheal and Kaola platform, featuring LINE FRIENDS IP collaboration. Combined online-offline activation with pop-up stores at Shanghai Hubindao and brand coverage across Weibo, WeChat, and livestreaming platforms.
• L&P Cosmetics / Mediheal (韩国L&P)coreStrategic or Co-development Partner · 20 April 2020
• China Resources Wufeng (华润五丰)importantStrategic or Co-development Partner · 26 March 2020Reverse-customization partnership to bring Hong Kong's 60-year 'food basket' quality rice and staple products to mainland China. ECMOHO deploys its SaaS system to enable consumer health data analysis and product R&D for China Resources Wufeng, helping create new supply of premium food products and building a digital management system.
• Beingmate (贝因美)importantStrategic or Co-development Partner · 10 March 2020Strategic digital partnership covering Beingmate's Jingcai (eye health), Quanneng Youjia (comprehensive nutrition), and complementary food series. ECMOHO provides strategic digital services for online-offline integration, targeting infants and children aged 3+ with tailored nutrition solutions. Partnership aims to build next-generation health digital management for Chinese families.
• JD Health (京东健康)coreChannel Partner/ Reseller/ DistributorStrategic channel partner for health product distribution under the Danish Health Pavilion initiative. JD Health provides the e-commerce platform infrastructure and traffic, while ECMOHO manages brand operations and marketing. Partnership targets 1 billion online consumers.
• GNC (健安喜)coreStrategic or Co-development PartnerECMOHO manages GNC's China market operations including livestreaming campaigns. Celebrity William Chan endorsement drove 10M+ Weibo impressions and #1 JD Health ranking on launch day. Partnership includes livestreaming at Douyin and cross-platform campaigns.
• Ximalaya (喜马拉雅)minorGTM or Marketing PartnerPlatform collaboration for KOL offline interactions and content distribution. Health experts and KOLs from Ximalaya participate in ECMOHO's brand campaigns and maternal-baby store empowerment programs.
• Nestlé (雀巢) — Multiple Brand PartnershipcoreStrategic or Co-development PartnerECMOHO provides comprehensive strategic-to-tactical services for Nestlé brands including Wyeth, Gerber, Perrier, S. Pellegrino, and Uncle Tobys. Services span strategic planning, cross-border business, supply chain, and digital marketing. Multiple brands achieved category leadership on Tmall Global and JD.
• Unilever / P&G (宝洁/联合利华)minorChannel Partner/ Reseller/ DistributorImplied distribution partnerships for household care and personal care products through ECMOHO's omnichannel network. ECMOHO's warehouse serves multiple merchants including Baozun and Inagora for cross-border health and daily-use products.

Scale indicators12 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Baozun: Leading China-based brand e-commerce service provider listed on NASDAQ, enabling international and domestic brands to operate flagship stores, marketing, and fulfillment on Tmall, JD, and other platforms. Directly comparable to ECMOHO in core B2B e-commerce enablement model, though Baozun serves a broader brand portfolio (apparel, electronics, FMCG) and operates at significantly larger scale.
• Inagora: Cross-border e-commerce platform and brand enablement service provider specializing in bringing international brands (especially Japanese and Korean beauty/health) into China via Tmall Global, JD Worldwide, and other channels. Directly competes with ECMOHO's cross-border e-commerce business for international brand partnerships and bonded logistics.
• 111 Inc (1药网): NASDAQ-listed Chinese online pharmacy and health product retailer operating B2C, B2B, and SaaS-enabled pharmacy network. Comparable to ECMOHO in digital health commerce focus and SaaS-empowered distribution model, though more concentrated in pharmaceutical OTC rather than broader health supplements.

Others

• Pinduoduo: NASDAQ-listed Chinese e-commerce platform operator. ECMOHO operates flagship stores on Pinduoduo and benefits from its tier-3 to tier-5 city traffic, but Pinduoduo does not directly compete in the brand enablement services space.

Broad incumbents

• Alibaba Health: Hong Kong-listed healthcare arm of Alibaba Group operating health product marketplaces, pharmaceutical e-commerce, and healthcare services on Tmall. Serves as both ECMOHO's largest sales channel and a potential competitor for direct brand relationships.
• JD Health: Hong Kong-listed healthcare e-commerce subsidiary of JD.com covering pharmaceuticals, health products, medical devices, and consumer health. Functions both as a sales channel for ECMOHO's brand partners (e.g., Danish Health Pavilion partnership) and as a broader incumbent competing for health consumer mindshare.
• Ping An Healthcare and Technology: Hong Kong-listed healthcare technology subsidiary of Ping An Group offering online healthcare consultations, pharmaceutical e-commerce, and health management services. Operates as a broader incumbent with deeper healthcare credentials than ECMOHO, but with overlapping health consumer acquisition goals.
• Health and Happiness (H&H Group): Hong Kong-listed premium nutrition and baby care company (Biostime, Swisse Plus+) operating direct-to-consumer channels in China. A customer and adjacent player to ECMOHO, illustrating the brand-side counterpart that ECMOHO serves in the China market.

Regional players

• Hangzhou Lianhua Otis Health (Lanzhou distribution peers): Regional Chinese e-commerce and health distribution operators similar in size and geography to ECMOHO. Operate as channel partners and sometimes competitors for brand relationship contracts in Chinese regional markets.

Emerging players

• Yatsen Holding: NYSE-listed Chinese beauty brand operator (Perfect Diary parent) building D2C beauty brands with omnichannel e-commerce, content marketing, and live streaming capabilities. Shares ECMOHO's KOL/influencer and live commerce playbook but as a brand owner rather than third-party enabler.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ecmoho

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ECMOHO