Sell Global. Feel Local
Market Insight: China
E-COMMERCE OPPORTUNITY
2009
2013
70%
From 2009 through 2013, the China e-commerce market grew at
a compound annual growth rate of more than 70%.
in
2015
$
540 BN
E-commerce transactions are predicted to total USD 540 billion,
or 10% of all retail sales in the country, in 2015.
2020
By 2020, online spending in China is projected to total more than that of
the U.S., U.K., Japan, Germany and France combined.
2012
193 M
170 M
In 2012, China already had 193 million online shoppers,
more than the 170 million in the U.S.
2012
302m
By the end of 2013, China had 302 million online shoppers.
2013
“Cyber Monday”
$
2.29BN
vs.
“Singles Day”
$
5.70BN
In 2013 on “Singles Day” November 11th, the biggest annual online shopping
day, Chinese retailer Alibaba reported USD 5.7 billion in sales, compared to
“Cyber Monday” sales in the U.S. of USD 2.29 billion.
CROSS-BORDER SALES
84%
84% of Chinese cross-border shoppers buy from U.S. websites.
2016
=
35.9 M
$
161 BN
Up to 35.9 million shoppers will spend CNY 1 trillion (USD 161 billion) by 2016.
Main reasons to shop cross-border:
better price and desire to ensure that an item is genuine.
Most popular products: foreign luxury brands, truly unique items, and items
that enable “conspicuous consumption” in public—such as apparel,
accessories, jewelry, watches, and cosmetics.
ONLINE BUYING PATTERNS
%
Bargain Hunters
$
70%
$
70%
70%
70% of shoppers compare prices before purchase.
40%
40% of transactions are fashion related.
$
350
$
213
Men spend more than women (USD 350 vs. USD 213) — AOV.
2010
2.5 %
1.6%
4.0 %
4.5 %
2012
11 %
13 %
17 %
30 %
Online Market Penetration:
apparel penetration rose from 1.6% to 13%
consumer electronics from 4% to 17%
books from 4.5% to 30%
cosmetics from 2.5% to 11%
SOCIAL MEDIA & MOBILE DEVICES
Social media has a bigger influence in China than any other country.
20%
vs.
40%
Approximately 40% of online shoppers in China read and post reviews,
versus less than 20% in the U.S.
2013
90%
600 m subscribers in Asia
In 2013, We Chat, the most popular social media messaging platform in Asia,
doubled its subscriber base to more than 600 million subscribers,
and 90% of smartphones in China use it.
If dissatisfied with a product or the service accompanying it (delivery, return
policy), most online shoppers in China will post a negative review.
SALE!
40% OFF
SPECIAL
OFFER!
Internet users in China are more open to receiving promotions via
text message or social media than Internet users in other countries.
WORLD LEADER IN M-COMMERCE
2013
$
16.7 BN
Shoppers in China made USD 16.7 billion worth of transactions
from their mobile devices in 2013.
2015
8%
$
42.4 BN
By 2015, mobile transactions are projected to reach USD 42.4 billion,
8% of total e-commerce in China.
81%
500+ M
China has over 500 million mobile Internet users, and 81% of all
Internet users use their phones for Internet access.
55 %
19 %
55% of mobile users in China have made a mobile payment,
versus 19% in the U.S.
60%
75 %
More than 60% of all shoppers browse and/or buy via mobile, and that figure
jumps to 75% for upper-income consumers.
2012
2013
November
5%
11
th
21%
In 2013 during the biggest sale day of the year, November 11th,
Chinese e-tailer Alibaba reported that 21% of its orders were placed
via mobile device, up from 5% the year prior.
Sources:
“Statistical Report on Internet Development in China.” China Internet Network Information Center. Jan. 2014
“China E-commerce – Heading toward RMB 1.5 Trillion.” Bain and Company. 27 Feb. 2012
“China’s E-tail Revolution.” McKinsey & Company. March 2013
Amanda. “China E-Commerce Market to Reach 30 Trillion Yuan in 2020.” China Internet Watch. 13 March 2013
“China’s E-commerce Prize.” Bain and Company. 2013
„The Fast and Furious E-Commerce Market of China.” BCG Perspectives. 11 April 2012
Wang, Shanshan and Pfanner, Peter. “China’s One-Day Shopping Spree Sets Record in Online Sales.” New York Times.
12 Nov. 2013
Indvik, Lauren, “Ecommerce in China: How the World's Biggest Market Buys Online.” mashable.com. 20 May 2012
“Modern Spice Routes.” PayPal. based on commissioned survey of 6,000 cross-border online shoppers conducted by The
Nielsen Group 27 May 27-12 June, 2013
“China 360 – E-commerce in China: Driving a new consumer culture.” KPMG International. Jan. 2014
Rauf, Harun,“Trends in China’s e-commerce market.” ChinaBriefing.com, Dezan Shira & Associates. 6 June 2014
“E-Commerce survey provides roadmap to help U.S. retailers reach consumers around the globe.” Pitney Bowes
whitepaper, based on commissioned survey conducted by ORC International. 2011
Bilton, Nick, “Alibaba by the Numbers.” New York Times. May, 6, 2014
Bonhomme, Alex, “How We Chat’s 600 Million Users Spell Out Big Profits for Brands.” Jingdaily. October 28, 2013
Hong, Kaylene, “2013 has been a year of epic proportions for e-commerce in China, and it’s only set to grow.”
thenextweb.com
Sabrina. “Baidu Search Share Down While Qihoo 360 Up in August 2013.” China Internet Watch. 17 Sept. 2013
“82% Chinese Netizens Held Credit Cards.” China Internet Watch. 20 Dec. 2013
“China releases announcement on consumption tax policies.” ChinaBriefing.com. December 4, 2012
Zhang, Shirley. “Import-Export Taxes and Duties in China.” Dezan Shira and Associates, 11 Mar. 2013
“Import duty & taxes when importing into China.” dutycalculator.com. BundleTech, 2014
dutycalculator.com, data retrieved 15 July 2014
Sell Global. Feel Local
eShopWorld empowers retailers to succeed globally
by delivering a seamless, efficient and personalized
shopping experience that enhances their brand on
any device.
Contact us to find how we can simplify your global eCommerce.
eShopWorld USA
1330 Avenue of the Americas
Suite 23, New York, NY 10019
eShopWorld Europe
Unit 701 Business Park West,
Ballycoolin, Dublin, Ireland
T 1.888.293.7727
E global@eShopWorld.com
T +353 1 880 9114
E global@eShopWorld.com