Survey: Chinese lead in online shopping
Print Edition
CHINESE consumers are more online-shopping savvy than their global peers, fueling a business trend of merging physical shopping with digital experience, PricewaterhouseCoopers said in a report yesterday.
Chinese consumers led the way in online shopping with more than 60 percent of those surveyed claiming they shopped weekly, compared with 21 percent for global respondents, PwC said. The Achieving Total Retail report surveyed 15,000 online shoppers around the world in 15 countries and regions, including 900 in China.
One in four Chinese consumers shop with a mobile phone at least once a week, compared with 9 percent for global respondents.
“China is more advanced in its use of mobiles in the shopping experience than arguably anywhere else in the world, yet few retailers are bringing a digital experience to the physical store,” said Colin Light, PwC’s digital consulting leader for the Chinese mainland and Hong Kong. “It is critical to bring the benefit of e-commerce, online-to-offline business in a bricks-and-mortar environment.”
Consumer demands for handy access to goods, in-store stock level, consistent online and offline promotions, and easy return of purchased goods mean that retailers’ efforts in building an omni-channel retailing lag behind, according to the survey report.
Recent business cases of e-commerce companies buying stakes in retailers and establishing cooperation with convenience stores reveal a trend of deeper cooperation between online and offline retailers, said Carrie Yu, PwC Hong Kong Assurance Partner.
China’s e-commerce giant Alibaba said last week that it will invest HK$5.37 billion (US$692 million) to buy a 9.9 percent stake in Hong Kong-listed Intime Retail (Group) Co to expand its online-to-offline business.
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