The 100Ah LFP cell listed on CATL Mall. Credit: CATL Understand China EV’s Market Real-time notifications when critical EV data is released All important data in one place 2,000,000+ data points Become a member Global battery giant CATL officially launched its online direct-sales platform, CATL Mall, on June 26, 2026. The platform is designed to meet the needs of small- and medium-sized energy storage system integrators who require small-batch or scattered purchases. As checked by CarNewsChina, currently, three mainstream energy storage cell models are available on the platform: 100Ah, 280Ah, and 314Ah. There is also a 587Ah product listed, but it is not available to buy. The store sets a minimum order threshold of three boxes, significantly lowering the entry barrier for smaller customers and moving away from the traditional model where major cell manufacturers prioritised large-volume contracts and top-tier clients. The launch represents more than a minor channel adjustment. By directly serving fragmented demand, CATL aims to capture scattered orders while potentially reshaping the existing distribution ecosystem and affecting the operating environment for smaller industry players. A screenshot of the CATL Mall. Direct factory channel The rapid expansion of the energy storage sector has led to a surge in distributed residential storage, small commercial and industrial projects, and small-scale photovoltaic-paired storage systems. These projects often involve smaller integrators whose individual cell orders fall below the volume thresholds required for traditional offline contracts with major manufacturers. Previously, smaller integrators had to rely on trading intermediaries to obtain CATL cells, resulting in higher procurement costs from multiple layers of markups, inconsistent product quality, and unreliable deliveries during tight supply periods. The new online platform allows these customers to place orders directly with the factory. Implications for distributors and market competition For existing cell trading intermediaries, the direct-to-customer model compresses profit margins previously derived from information and allocation advantages. Traditional distributors may need to shift toward value-added services such as warehousing, system design, and project operation and maintenance. For the broader storage industry, the lowered procurement threshold enables more small and medium integrators to access premium-brand cells, potentially intensifying competition in the distributed storage segment. While large integrators retain advantages through long-term contracts, smaller players gain greater supply-chain stability and the ability to compete for smaller projects. CATL has emphasised that the online channel serves as a supplementary route focused on long-tail demand. The company’s primary supply focus remains on large-scale storage stations and overseas projects under major contracts. Product variety on the platform is currently limited to three cell types, and pricing for small-batch purchases differs from long-term contract rates, preserving the core large-customer business. According to data from international research firm SNE Research, CATL commanded a 39.2% global market share in power batteries in 2025, maintaining its top position for nine consecutive years. The company leads second-place BYD by nearly 12 percentage points. In the energy storage battery segment, CATL holds a 30.4% global market share, ranking first for five straight years. CATL remains bullish on global energy storage demand. Speaking at an industry forum in March, John H. Kwon, the company’s Global General Counsel, said CATL’s current revenue mix is roughly 80% power batteries and 20% energy storage batteries. He predicted the split will reach 50:50 within three years, with the storage segment potentially overtaking power batteries thereafter.
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Liked by Audrey Girard, Jenna Turner