26% (87.88 million) of China Internet users shopped online during the first half of 2009, with an increase of 38.9% compared with the same period of last year.

1. China Online Shopping
Reports 2009
ChinaInternetWatch.com

2. 26% (87.88 million) of China
Internet users shopped online
during the first half of 2009, with
an increase of 38.9% compared
with the same period of last year.
China Internet Watch

3. Over 85.7% China ne:zens
had searched for product
informa:on during the first half
(53.5% on B2C, 32.5% on C2C).
China Internet Watch

4. Online shopping the most popular in
Tier One Ci:es
• Beijing: 51.3%
• Shanghai: 52.6%
• Guangzhou: 35.2%
China Internet Watch

5. The online shopping spend during the first half
of 2009 totaled 119.52 billion yuan
(about USD $17.5 billion)
• C2C: 106.37 billion yuan ($15.58b)
• B2C: 13.15 billion yuan ($1.93b)
China Internet Watch

6. 32.3% online shoppers made
no more than twice online
transacTons during the first
half of 2009; 30.5% between
5 to 10 Tmes; 10.9% over
ten Tmes.
China Internet Watch

7. Apparel and Home Accessories are the
most popular product category purchased
online (over 50% online shoppers made
purchase), followed by cosmeTcs and
jewelry.
China Internet Watch

8. C2C websites are the first choice among
85% online shoppers
• Taobao: 76.5%
• Paipai (under Tencent): 6.1%
• Dangdang (B2C): 5.8%
• Amazon China (B2C): 2.2%
• 360buy.com: 2.2%
China Internet Watch

9. RedBaby, Amazon China, and Baidu
Youa are the fastest growing online
shopping sites in the first half of 2009 with
increased new users of 61.9%, 44.9%, and
42.3% respecTvely.
China Internet Watch

10. Female Internet users become more
acTve online shopping crowd than male
neTzens and the trend conTnues.
China Internet Watch

11. Most online shoppers are in the age of
18 to 30 years old white collar
workers and students, with monthly
income between 1000 ~ 3000 yuan.
China Internet Watch

12. The higher income Internet users
tend to spend more money in online
shopping and buy online more frequently.
China Internet Watch

13. 30 to 40 year old internet users made
largest purchases online and purchased
online the most frequently. Among large
amount online purchases, there were
more male internet users than female.
China Internet Watch

14. Word of mouth marke:ng and search
engine marke:ng are the most
effec:ve online shopping marke:ng
tac:cs.
China Internet Watch

15. 48.7% became aware of online shopping
websites through relaTves and friends;
43.3% online shoppers are mostly influenced
by comments made by other online
shoppers. 27.1% found their products through
search engine; 20.6% by on‐site
searches.
China Internet Watch

16. Mobile payment starts to show its
potenTal. 10.3% transacTons were made
by mobile payment.
China Internet Watch

17. 45.3% China internet users, who aren’t online
shoppers, did not purchase online
because they were not used to. The top
reason on B2C sites was lack of online
payment tools (18%); the number one
reason on C2C sites was lack of online
shopping knowledge.
China Internet Watch

18. Overall, online shopping users experienced a
high sa:sfac:on with 54.4% having
expressed saTsfacTon and 25% great
saTsfacTon.
China Internet Watch

19. Online shoppers are more sa:sfied with
B2C websites than C2C ones as products
on B2C sites showed beder quality and beder
customer service.
China Internet Watch

20. The total online shopping spend in year 2009 is
esTmated to reach 250 billion yuan ($36.62b).
China Internet Watch
Data Source: CNNIC