78% online shopping consumption in China are alternatives to the traditional consumption, and 22% are new demands stimulated by online shopping market in 2014 according to China National Bureau of Statistics. Over 80% online shoppers got satisfied shopping experience.
The focuses of urban and rural residents are different, although both urban and rural residents buy garments and home textiles mostly online. Major shopping goods of urban online shoppers are clothing and household textiles (27.6%), household appliances (8.3%), mobile phones and accessories (8.1%). Rural shoppers focused on clothing and household textiles (37.5%), mobile phones and accessories (7.5%), food, beverage, tobacco and health care products (7.1%), top-up cards for communications and games (7.1%).
Online shopping drove Chinese consumers’ expenditure significantly. 49.3% of online shoppers purchased unnecessary products, 53.7% increase online shopping spending, and 48.4% will increase the online shopping expenditure in total lifestyle consumption expenditure.
he reason why some Chinese consumers are easily addicted to online shopping may possibly be the cheaper price of online goods. 74.6% of online shoppers shop online because of the lower prices than that in stores. 68.2% of online shoppers believe shopping online could help them save much time. 43.7% like online shopping for wider categories of goods. And, 34% like “shop anywhere and anytime” which is more convenient.
Online shopping is gradually changing people’s consumption patterns and habits. About 70% online shopping users reduce the frequency of outdoor shopping because of online shopping. But the problems exist such as quality, fraud information, poor after-sales service, safety and others. To retain consumers, online retailers must improve services.