China has more online shoppers than the US, the United Kingdom, and Australia combined. With online sales now at over 16% of total retail sales, China is second only to the UK in online shopping penetration, according to the report from Frost & Sullivan.
China is not just the world's largest online shopping market, it is also one of the fastest growing. It accounts for almost half of total global online shopping sales.
The maturing of international payment and logistics encourages many Chinese consumers to shop directly from international retailers. Cross-border e-commerce allows retailers to service Chinese consumers much faster and easier. Retailers can fulfill from outside mainland China or via free-trade zones.
Driven by the perception of higher quality and authenticity, Chinese consumers favor 'Haitao' to purchase directly from global retailers. It is estimated that 125 million Chinese consumers purchased through this channel in 2017.
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