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E-commerce in China

By EUROCONSUL SOC COOP | Guidelines      24.10.2017     Tags:

With a gross merchandise volume (GMV) worth RMB 22.97 trillion (EUR 3.10 trillion) in 2016, and a year-on-year increase of 25.5%, China is the world’s largest growing e-commerce market.  

China Ministry of Commerce (MOFCOM) has published the Working Points on E-Commerce and Informatization which indicate the areas on which China will focus in order to improve e-commerce development. China will further develop the regulation of the market, while improving the rights of both consumers and e-commerce companies.

B2B e-commerce has the largest market share, but trends as Cross-Border E-Commerce and M-Commerce are rapidly growing in China due to the increased use of mobile phones and tablets.

Chinese consumers have the possibility to purchase a wide range of products through their mobile phone, from everyday goods, to luxury good as well as purchasing cinema tickets, booking trains and obtaining restaurant coupons.

This guideline will introduce you to China’s e-commerce market by analysing recent policy changes, outlining consumer behaviour and advising on best practices when selling your product through China’s most used platforms, including payment methods and logistics.

Read the guideline and learn how to walk China’s online routes!

Table of Contents

  • Market Overview
  1. Definitions
  2. Policy Indications and Regulatory Structure
  3. Main Policies
  4. E-Commerce Market Size and Performance
  • Chinese Consumers
  1. Market Trends
  2. Geographical Distribution
  3. End of the One-Child Policy
  4. Top-Selling products
  5. Luxury Spending
  • Selling Online in China
  1. Modes of Selling Online in China
  2. Third-Party Platforms in China
  3. Cross-Border
  4. Payment Methods
  5. Logistics
  • Marketing
  • Costs and Price Build-Up
  • Recommendations

This report was published during the EU SME Centre in China Phase II (2014-2020), which was funded by the European Union (ICI+/2014/346-276).

The report was drafted in in collaboration with external creators, who worked under service agreements with the Consortium running the EU SME Centre Phase II. The copyrights and intellectual property of this publication belong to the Consortium partner China-Britain Business Council. The latter was authorised by and acted on behalf of the Consortium running EU SME Centre in China Phase II. The China-Britain Business Council, which is currently part of the Consortium running the EU SME Centre in China Phase III, has granted the rights of use of this report to the current Consortium. The report is therefore re-published and made available during the EU SME Centre Phase III.

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