Every single day of every week, an estimated 150,000 new Chinese shoppers join the ranks of the hundreds of millions in the country who have discovered the world of e-commerce.
Online retail penetration in China reached 11% in 2014 and surpassed RMB 2.9 trillion in total value. Penetration is expected to double by 2020, according to our estimates, with the total value skyrocketing to RMB 10 trillion. But this dramatic adoption of online shopping is not the biggest news to emerge from Bain & Company’s latest research on China’s e-commerce market.
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The exciting ﬁnding is the way that e-commerce is now shaping consumer behavior and the profound inﬂuence those shoppers are having on online sellers. Despite the massive and steady growth in penetration and value, China e-commerce is rapidly evolving to become more than a numbers game for both consumers and sellers.
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