ECommerce in China & online Shopping trends

Based on the future, we discovered the China e-commerce market trends which are urgent for foreign companies. This article is the third in our tetralogy of bits of knowledge in the China E-commerce market. Our first article can be found here and our second article here. Knowing how the market will develop in the future is a large portion of the battle and invaluable to strategise online market entry.

Move from C2C to B2C


One of the clearest China e-commerce market trends over the previous years in China e-commerce, is an unmistakable move from customer-to-customer (C2C) to business-to-customer (B2C) sales. Up to now, it has been very regular for consumers in China to purchase items from other consumers through Taobao and Microboss. The vast majority of all, because of the wide assortment of items and the lower price of purchasing items through C2C channels. Sellers are able to offer anything from hand-made merchandise to manufactured items easily. Purchasing items, for example, dress, electronics, homemade merchandise, hand crafted products can often be found on C2C online stages. Similarly as online stages like EBay, the selling party is additionally a consumer, not an operational business. The C2C online market accounted for very nearly 90% of online shopping in 2008.


However, these days this trend is changing; the C2C online market has dropped to 48.1% between 2008 and 2015 (Figure 1).The current trend among Chinese consumers is to purchase from businesses (B2C). Which, considering the low prices of the items is an inquisitive switch. The challenge with the C2C market is the unreliability of the item; they can easily be fake or have low quality. Chinese consumers are becoming increasingly less content with acquiring items they need or need at low costs and low quality. On the B2C market place, the consumer runs a much lower danger of purchasing cheap or low quality items. Brand items and items with higher quality are becoming the desired items among Chinese consumers.


Online stages like JingDong, T-Shopping center, VIPSHOP, Yihaodian, Suning and Little Red Book concentrate their sales on the B2C market. For Chinese companies which are already active in the B2C market, their sales can be expected to rise as consumer’s demands for B2C items increase. For foreign companies, JingDong Worldwide, T-Shopping center Worldwide, Suning, Yihaodian, Dangdang, Amazon China, Little Red Book and VIPSHOP International are interesting alternatives to sell items to Chinese consumers on a B2C stage. The market for B2C in China presently has more opportunities as Chinese consumers move from the C2C to B2C market, creating different opportunities for foreign companies offering their items to Chinese consumers.


These days, at online C2C markets, consumers don’t generally confide in the sellers. Sellers have been known to put misleading pictures and descriptions about items, which means consumers are left with a low quality items. Of course, this means all consumers have to do is comment on the sellers web shop about how misleading the real item is as a notice to other consumers. However, it seems that consumers have had enough of basically cautioning other Chinese consumers about fake or low quality items and are swinging to the B2C market for quality items because of the reliability of the item.


B2C markets are more likely to be results of higher quality, however at a higher price. The higher price, however, does not seem to be disheartening Chinese consumers from purchasing B2C items. Online stages with a B2C center already emphasize around selling quality items and keeping sellers with fake or low quality items off their websites. In view of this Chinese consumers can shop with a peace of psyche because they are purchasing are quality items.


For foreign companies entering the Chinese e-commerce market place this trend of C2C to B2C and Chinese consumers demand for better quality is positive. As the perceived nature of foreign merchandise is still better than nearby items, non-Chinese companies have more opportunities to sell to Chinese consumers.

Source :

Marketing to China 




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