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Executive Summary
- Key issues covered in this Report
- The market
- Companies and brands
- The consumer
- Graph 1: online shopping frequency, by channel, 2023
- Graph 2: shopping through instant delivery platforms, 2023
- Graph 3: perceptions of main online shopping platforms, 2023
- Graph 4: reasons to be attracted to buy a product when browsing comprehensive shopping platforms, 2023
- Graph 5: reasons to be attracted to buy a product when browsing short video/social commerce platforms, 2023
- Graph 6: attitudes towards online shopping, 2023
- Issues and insights
- What we think
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The market
- Market overview
- Graph 7: online retail sales of physical goods, 2016-23
- Graph 8: online retail sales of physical goods as percentage of total retail sales of physical goods, 2016-23
- Market factors
- Graph 9: number of online shopping users, 2018-23
- Graph 10: penetration of online shopping users in internet users, 2018-23
- Graph 11: number of short video users, 2018-23
- Graph 12: penetration of short video users in internet users, 2018-23
- Graph 13: consumers' financial sentiment for the year ahead*, 2019-23
- Graph 14: consumers' financial sentiment for the year ahead, 2023
- Graph 15: ways to relieve stress, 2020-23
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Companies and Brands
- Key players' performance
- Market highlights
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The consumer
- Online shopping channels and frequency of use
- Graph 16: shopped through the following online channels in the past six months, 2022 vs 2023
- Graph 17: online shopping frequency, by channel, 2023
- Graph 18: shopped through the following online channels 1-3 times a week or more, by monthly household income, 2023
- Graph 19: shopped through the following online channels 1-3 times a week or more, by age, 2023
- Shopping through instant delivery platforms
- Graph 20: shopping through instant delivery platforms, 2023
- Graph 21: shopping through instant delivery platforms, by monthly household income, 2023
- Graph 22: shopping through instant delivery platforms, by gender and age, 2023
- Graph 23: shopping through instant delivery platforms, by living situation, 2023
- Graph 24: impromptu purchases during work time at the office, by gender and age, 2023
- Perceptions of online shopping platforms
- Graph 25: perceptions of main online shopping platforms, 2023
- Graph 26: changes in perceptions of online shopping platforms, 2022 vs 2023
- Graph 27: perceptions of Xiaohongshu, by gender, 2023
- Attractive aspects of comprehensive shopping platforms
- Graph 28: reasons to be attracted to buy a product when browsing comprehensive shopping platforms, 2023
- Graph 29: reasons to be attracted to buy a product when browsing comprehensive shopping platforms, by frequency of shopping through comprehensive shopping platforms, 2023
- Graph 30: selected reasons to be attracted to buy a product when browsing comprehensive shopping platforms, by age of children in household, 2023
- Attractive aspects of short video and social commerce platforms
- Graph 31: reasons to be attracted to buy a product when browsing short video/social commerce platforms, 2023
- Graph 32: reasons to be attracted to buy a product when browsing short video/social commerce platforms, by shopping frequency on social commerce platforms, 2023
- Graph 33: reasons to be attracted to buy a product when browsing short video/social commerce platforms, by shopping frequency on short video platforms, 2023
- Graph 34: selected reasons to be attracted to buy a product when browsing short video platforms and social commerce, by gender and age, 2023
- Attitudes towards online shopping
- Graph 35: attitudes towards the purpose of online shopping, by age and by living situation, 2023
- Graph 36: attitudes towards online shopping, 2023
- Graph 37: attitudes towards the valued aspects of online shopping, by age and by monthly household income, 2023
- Graph 38: attitudes towards online shopping, 2023
- Graph 39: attitudes towards platform choice of online shopping, by age, 2023
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Issues and Insights
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Appendix – methodology and abbreviations
In this era of continued uncertainty, online shopping is not only a means to obtain desired goods, but also a way to experience immediate gratification and add more enjoyment to life.
Binyan Yao, Research Analyst, Retail, China
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