The distribution of eye health supplements in China has been revolutionized by the country’s advanced e-commerce ecosystem and the influence of social media platforms like Douyin and Little Red Book (Xiaohongshu). Unlike Western markets where retail pharmacies play a central role, Chinese consumers often discover and purchase supplements through "Live Streaming" and influencer recommendations. These digital channels provide a platform for detailed product education, where Key Opinion Leaders (KOLs) explain the benefits of specific ingredients, making the science behind eye health more accessible to the general public.

The China Eye Health Supplements Market is increasingly driven by online sales, which offer consumers a wider variety of both local and international brands. Cross-border e-commerce has been particularly significant, allowing Chinese buyers to access premium supplements from Australia, the U.S., and Europe. Brands that successfully leverage social media for "community-based" marketing are seeing higher customer retention and brand loyalty. As digital payment systems become even more integrated, the ease of purchasing eye care products online is expected to remain a dominant force in market expansion.