The year 2013 will be remembered as the year in which China surpassed the US as the world’s largest digital retail market. Despite a relatively lower retail and internet penetration, China has become the world’s number one e-commerce market. Last year, Chinese e-commerce shoppers spent CNY 1.3 trillion, a sum that has increased by more than 70% annually since 2009 and is expected to continue on this astonishing trajectory.
The rapid growth of e-commerce in China presents an attractive opportunity for EU SMEs to access a vast market spread across a large geographic area, for relatively little cost.
This report provides information about the Chinese e-commerce market and describes the main models that EU SMEs can utilise to sell online in China.
Please note that this report has been updated in July, 2014.