Trends & Innovation

State of Ecommerce in China

By Econsultancy,


China's ecommerce industry is in a state of boom, fuelled by a myriad of factors, such as government policy, upsurge in mobile and social media usage, and an offline retail sector that continues to show signs of weakness.

The State of Ecommerce in China report, published by Econsultancy in partnership with hybris, an SAP company, looks at key trends and developments, region-specific issues and their business implications, as well as exploring the opportunities and challenges that companies operating in or planning to enter the Chinese market face.

The report has also been traslated to Chinese and is available as a separate download. 

What you'll learn

The report explores the current ecommerce landscape, the implications for both domestic and international retailers, and the barriers to successful adoption of various approaches. It includes insights from key ecommerce executives, as well as daily practitioners, to see where the Chinese online retail ecosystem stands today and where it is going.

The report explores the following key questions:

  • What is the current state of ecommerce in China?
  • How are domestic and international players approaching ecommerce and how successful are they?
  • What is the impact of mobile and social?
  • What are the barriers to a successful ecommerce strategy?

Who should read this report?

The report is aimed at organisations who want to understand how the world's largest ecommerce market is evolving, the players that are dominating the sector and how consumer behaviour and emerging technologies are impacting their strategies.


The methodology involved two main phases:

  • Phase 1: desk research to identify relevant issues, examples and trends.
  • Phase 2: a series of in-depth interviews with a range of digital marketing and ecommerce practitioners.


The report features in-depth opinions from senior leaders in ecommerce from brands and agencies that are based in or have operations in China, including: Uniqlo, L’Oréal, 3M, Goodbaby, LifeStyle Logistics, Web2Asia, Baodao Optical, Bluecom Group, China Eastern Airlines, Noah Wealth Management and Wyeth.

Table of contents

  1. Introduction
    1. About Econsultancy
  2. Foreword by SAP / hybris software
    1. About hybris software
  3. Ecommerce Landscape
    1. Market value and growth
    2. Key players
      1. B2C
      2. B2B
  4. Trends and Developments
    1. Consumer behaviour
    2. Webrooming and showrooming
    3. Multichannel and omnichannel commerce
    4. Delivery and fulfilment
    5. Mobile commerce
    6. Social commerce
  5. Strengths, Weaknesses, Opportunities and Threats (SWOT)

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: State of Ecommerce in China (601 KB PDF)
  • Pdf Disabled State of Ecommerce in China (926 KB PDF)
  • Pdf Disabled State of Ecommerce in China (CHINESE) (1.26 MB PDF)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today