According to data from the China Internet Network Information Center, despite the increase, e-commerce purchases have only accounted for 6.1 percent of the total retail sales for all consumer goods in China.
Research indicates that the growth was the result of widespread adoption of mobile, which has introduced the internet to a growing segment of the Chinese population. In H2 2012, 40.7 percent of online shoppers have used a mobile device to browse e-commerce websites, with 53.6 percent accessing e-commerce channels via mobile instead of a traditional desktop.
Findings also show that about 53.3 percent of respondents have used their mobile devices to shop while still at home, as many are turning to mobile instead of desktops to research e-commerce options. Almost 26.2 percent have reported browsing on smartphones at work or school, while 10.6 percent have researches e-commerce options while in commute or using public transportation.
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