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China B2C E-Commerce Market 2019

China B2C E-Commerce Market 2019

Over half of all the world’s online retail purchases take place in China

China’s domination of global online retail will continue through “new retail” and M-Commerce
Through the continued integration of online and offline retail sales, termed “new retail” as well as other trends, China’s piece of the worldwide online retail pie, already over half, will grow even larger in the next few years. Varying sources cited in the yStats.com report project continued double digit year to year growth in online sales in China through 2023. Contributing to this growth are the trends of social media shopping and mobile commerce. Close to 80% of all mobile shopping globally takes place in this one nation. Another trend is cross-border shopping as online shoppers in China are increasingly shopping outside of their borders, and China is a popular destination for web shoppers around the world.

Two online merchants prevail in Chinese B2C E-Commerce
Global online merchant Alibaba controlled over half of online retail sales in China last year according to sources referred to in the yStats.com publication, closely followed by JD.com, another China-based global seller. Both enterprises have recently advanced the move toward omnichannel or “new” retail as Alibaba invested in a large furniture retailer and JD.com bought into a domestic appliance chain. JD.com has also opened its first clerk-less convenience store. Both large companies have taken note of the social commerce trend and have explored partnership with social media platforms.


1. Management Summary
2. Overview & International Comparisons
Overview of B2C E-Commerce Market and International Comparisons, August 2019
Top 5 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by China, Germany, South Korea, the UK and the USA, 2019f
Global Retail E-Commerce Shares of Top 2 E-Commerce Markets, in %, incl. China, 2019f
M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
Preference of Online Shopping Over Offline Shopping, in % of Consumers, by China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam, August 2018
Top 10 Countries Bought From in the Latest Cross-Border Online Purchase, by Australia, China, France, Germany, Hong Kong, Japan, South Korea, the Netherlands, the UK and the USA, in % of Cross-Border Online Shoppers, 2018
3. Trends
M-Commerce Sales, in USD billion, 2018 & 2023f
Number of Mobile Internet Users, in millions, and Penetration, in % of Internet Users, 2012 - 2018
Mobile Shoppers, in millions, and Penetration, in % of Mobile Internet Users, 2012 - 2018
Breakdown of Devices Used for Shopping Online, in % Consumers Who Buy Daily or Weekly, 2019e
Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
Consumer Engagement Activities and Decision to Buy Online and Offline, in % of Consumers, 2018
Social E-Commerce Market Size, in CNY billion, and Year-on-Year Change, in %, 2015 – 2021f
Social Media Channels Preferred to Purchase Products and Services, in % of Urban Respondents, October 2018
Cross-Border Retail E-Commerce Imports, in CNY billion, and Year-on-Year Change, in %, Q2 2017 – Q2 2019
Number of Cross-Border Retail E-Commerce Buyers, in millions, and Penetration, in % of Digital Buyers, 2017 – 2022f
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
4. Sales & Shares
Retail E-Commerce Sales, in USD billion, and CAGR, in %, by Two Comparative Estimates, 2018 – 2023f
Retail E-Commerce Sales, in CNY billion, and CAGR, in %, by Four Comparative Estimates, 2017 – 2020f & 2023f
E-Commerce Share of Total Retail Sales, in %, by Four Comparative Estimates, 2017 - 2023f
Retail E-Commerce Sales in Rural Areas, in CNY billion, 2015 - 2018
5. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Population, 2012 – 2018
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2013 - 2018
Breakdown of Total Population and Internet Users by Urban and Rural, in %, 2018
Breakdown of Frequency of Shopping Online, in % Respondents, 2019e
Willingness to Increase Online Spending Compared to Offline and Traditional Spending in The Coming Year, in % of Urban Respondents, October 2018
6. Products
Top E-Commerce Merchant Segments, in % of Total E-Commerce Value, 2018
Top Product Categories Purchased Online, in % of Rural Online Shoppers, in % of Urban Online Shoppers, Q1 2019
B2C E-Commerce Sales of Clothing, in CNY billion, and Year-on-Year Change, in %, 2015 - 2019
Breakdown of Clothing Buyers by Online and Offline Shopping Channels, in %, April 2019
Fresh Food E-Commerce Sales, in CNY billion, and Year-on-Year Change, in %, 2014 - 2021f
Breakdown of Frequency of Purchasing Fresh Food Online, in % Online Fresh Food Shoppers, 2018
Online Flight Ticket Booking Sales, in CNY billion, Year-on-Year Change, in %, 2015 - 2022f
7. Payment
Breakdown of Payment Methods in E-Commerce by Market Share, in %, 2018
Third-Party Mobile Payment Transactions, in CNY trillion, Year-on-Year Change, in %, Q1 2018 – Q1 2019
Breakdown of Third-Party Online Payment by Market Share, by Players, in %, 2018
8. Delivery
Number of Express Delivery Parcels, in billions, and Year-on-Year Change, in %, 2014 - 2018
Breakdown of Reasons To Potentially Shop Online, incl. Delivery-Related, in % of Urban Respondents, October 2018
9. Players
Overview of B2C E-Commerce Players, August 2019
Top 10 Companies by Share of Retail E-Commerce Sales, in %, 2019f
Breakdown of B2C E-Commerce Market Share, by Market Players, in %, Q3 2018 – Q2 2019
Top 3 B2C E-Commerce Websites, by Monthly Active Users Net Growth, in millions, October 2017 - October 2018

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