China maintains robust e-commerce growth

With shopping habit of Chinese consumers going digital, China is experiencing an online shopping boom, according to new Nielsen data.China’s e-commerce industry is witnessing strong double-digit year-on-year growth, with foods and online sales of household items growing 86%. Beverage sales also increased 72% and food sales climbing 52%.While most Chinese consumers prefer their computers to make online purchases, e-commerce is increasingly going mobile. More than half of the respondents who ordered restaurant and meal deliveries or purchased events tickets online by using their smartphone (71% and 51%, respectively). In addition, more than four-in-ten Chinese respondents who made online purchases said they purchased beauty products (46%) or packaged groceries (45%) via smartphone.The use of digital payment systems in China is extremely popular today. In the report, 86% of respondents said they paid for some online purchases during the past six months via digital payment systems. Fifty-three percent of respondents said they shopped online during the past six months with direct debit from bank account, 49% paid cash on delivery and 46% of respondents shopped with credit card.Patrick Dodd, president of Nielsen global retailer vertical, said a coherent mobile strategy should be a key innovation pillar for retailers.“The most successful strategies will be those that optimize and differentiate their mobile experience and improve the integration of their in-store and mobile services specific to the realities in each market.”