Just 15 percent of China’s population shopped online a few years ago. Now 40 percent…and counting. On average, 95 percent of shoppers now go online to search for the right items. Shopping used to be a linear process, but no longer. In a hyper-connected, digitalised consumer environment, the path to purchase is convoluted.
Chinese consumers are becoming loyal to solutions that make their lives easier. Seventy-seven percent of Chinese shoppers find it easy to purchase via mobile. ECommerce spending per digital buyer in China more than doubled to 9,732 yuan between 2011 and 2015.
In a market that’s evolving at digital speed, CPG companies must act now, or risk losing out to the same ‘born digitally’ platforms. Accenture recently carried out research into the new China consumer, tracking eCommerce preferences and motivations.
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