SlideShare a Scribd company logo
Mobile e-commerce in
China
www.chandlernguyen.com Feb 2016
1. China retail m-commerce sales was
3.7X that of the US in 2015 and is growing
rapidly at 40%+ annually
Retailm-commercesales(inBillions)
$0
$300
$600
$900
$1200
2014 2015 2016 2017 2018
$178
$151
$123
$89
$57
$1,040
$737
$506
$334
$180
China US UK KR
Source: eMarketer Oct 2015 report
Note: No available data for JP, Germany and Australia from eMarketer
Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of
payment or fulfilment; excludes travel and event tickets; excludes Hong Kong; converted at the exchange rate of US$1=RMB6.1457
2. China has about 335M mobile internet
buyers (2.7X the US number), and the
annual growth rate is around 10%
Note: Research from November 2015 Visa report titled "eCommerce Consumer Monitor 2015" conducted by ORC International (Opinion Research
Corporation), indicated that the percentage of mobile buyers is about 70%-80% of desktop/laptop buyers in China. https://goo.gl/JOsnDR
Internet user and digital buyer data are from eMarketer 2015 reports. Mobile internet buyer numbers are estimated numbers, using 80% of the number
of digital buyers.
This is a very conservative approach since the number of mobile internet users in China in 2015 was 590M users.
Raw data is at the appendix
Mobileinternetbuyergrowth
0.0%
3.3%
6.5%
9.8%
13.0%
Mobileinternetbuyers(inmillions)
0
115
230
345
460
2014 2015 2016 2017 2018
Mobile internet buyers* Mobile internet buyer growth
8.2%
9.9%
11.8%
12.3%
445
412
374
335
298
12.3%
11.8%
9.9%
8.2%
3. Mobile buyers in China spend about $1000/
year in 2015 (37% higher than the US) and the
spend growth rate is about 30% annually
Annualspendpermobileinternetbuyer
$0
$600
$1200
$1800
$2400
2014 2015 2016 2017 2018
$1,146
$1,026
$903
$727
$541
$2,335
$1,791
$1,350
$997
$605
China US
Note: Retail m-commerce sales taken from eMarketer Oct 2015 report. The number of mobile internet buyer was deduced using the approach on slide 3
above.
Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of
payment or fulfilment; excludes travel and event tickets; excludes Hong Kong for China; converted at the exchange rate of US$1=RMB6.1457
Raw data in the appendix
Source: eMarketer Oct 2015 report
4. Digital buyers in China are male skew (55%),
the majority (55%) between 18-34 year old with
household income between $650-$1000 (56%)
5. 70% of digital buyers in
China use WeChat
6. Alipay has a commanding lead in
mobile payment transaction value in
China with more than 75% of the volume
Note:
Data is from an October 2015 Analysys International Enfodesk study as cited in press release. Data is based on interviews with industry stakeholders,
Analysys International Enfodesk's proprietary monitor data and estimates based on its own forecast model.
7. 70% of digital buyers in China would make
purchases/payments online for digital content,
travel, bill payments and movie tickets
8. 65%-68% of digital buyers in China are impulse
shoppers, significantly higher than those in the US or JP
Note:
Impulse shopper: Those who frequently browse product categories they do not originally think of purchasing.
Data is from the December 2015 Hakuhodo and Communication University of China report titled "2015 Consumer Observations" as cited in press release.
3,520 consumers ages 20-59 living across tier 1-3 cities in China were surveyed during November 16-19, 2015.
Among the respondents in China, 960 had a monthly household income of 7,000+ Chinese yuan renminbi and were from tier-1 cities (Beijing, Guangzhou,
Shanghai), 1,280 had a monthly household income of 5,000+ Chinese yuan renminbi and were from tier-2 cities (Fuzhou, Shenyang, Wuhan, Xian) and
1,280 had a monthly household income of 4,000+ Chinese yuan renminbi and were from tier-3 cities (Shantou, Xiangyang, Xuzhou, Zhangjiakou).
Appendix
eMarketer Aug 2015 data on China mobile
phone internet users and digital buyers
2014 2015 2016 2017 2018
Internet users 647,709,053 674,342,620 700,096,096 736,241,694 778,154,316
Mobile phone internet users 561,803,928 589,134,266 618,719,993 653,155,580 691,532,125
Digital buyers 372,813,062 418,669,068 468,072,019 514,411,148 556,592,863
Mobile internet buyers (estimated at
80% of digital buyers)
298,250,449 334,935,255 374,457,615 411,528,919 445,274,290
Digital buyers (% of internet users) 60.10% 64.80% 69.80% 73.00% 74.70%
eMarketer 2015 data on
Chinese & US mobile buyers
2014 2015 2016 2017 2018
China Average Annual
Spend per Mobile buyer $605 $997 $1350 $1791 $2335
US Average Annual
spend per Mobile buyer
$541 $727 $903 $1026 $1146
China Mobile e-
commerce sales (in
Billions)
$180.41 $333.99 $505.74 $737.07 $1,039.84
CN Mobile buyers (in
Millions)
298.3 334.9 374.5 411.5 445.3
US Retail m-commerce
sales (in Billions)
$56.67 $88.53 $123.13 $151.11 $178.27
US Mobile buyers (in
Millions)
104.8 121.8 136.3 147.3 155.5
Note:
Mobile buyer: ages 14+; mobile device users who have used their mobile device to make at least one purchase via
web browser or mobile app during the calendar year
Retail m-commerce sales: includes products or services ordered using the internet via mobile devices, regardless of
the method of payment or fulfilment; includes sales on tablets; excludes travel and event ticket sales
3. Mobile buyers in China spend about
$1000/year in 2015 and the spend growth
rate is about 30% annually
Annualspendpermobileinternetbuyer
$0
$600
$1200
$1800
$2400
2014 2015 2016 2017 2018
$2,335
$1,791
$1,351
$997
$605
Annual spend per mobile internet buyer
Source: eMarketer Oct 2015 report
Note: Retail m-commerce sales taken from eMarketer Oct 2015 report. The number of mobile internet buyer was deduced using the approach on slide 3
above.
Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of
payment or fulfilment; excludes travel and event tickets; excludes Hong Kong; converted at the exchange rate of US$1=RMB6.1457
Top 3 Payment Methods that Digital Buyers in
China Will Use for Purchases Made During
11/11 Digital Shopping Festival*, Nov 2015

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Mobile e-commerce in china feb 2016

  • 2. 1. China retail m-commerce sales was 3.7X that of the US in 2015 and is growing rapidly at 40%+ annually Retailm-commercesales(inBillions) $0 $300 $600 $900 $1200 2014 2015 2016 2017 2018 $178 $151 $123 $89 $57 $1,040 $737 $506 $334 $180 China US UK KR Source: eMarketer Oct 2015 report Note: No available data for JP, Germany and Australia from eMarketer Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of payment or fulfilment; excludes travel and event tickets; excludes Hong Kong; converted at the exchange rate of US$1=RMB6.1457
  • 3. 2. China has about 335M mobile internet buyers (2.7X the US number), and the annual growth rate is around 10% Note: Research from November 2015 Visa report titled "eCommerce Consumer Monitor 2015" conducted by ORC International (Opinion Research Corporation), indicated that the percentage of mobile buyers is about 70%-80% of desktop/laptop buyers in China. https://goo.gl/JOsnDR Internet user and digital buyer data are from eMarketer 2015 reports. Mobile internet buyer numbers are estimated numbers, using 80% of the number of digital buyers. This is a very conservative approach since the number of mobile internet users in China in 2015 was 590M users. Raw data is at the appendix Mobileinternetbuyergrowth 0.0% 3.3% 6.5% 9.8% 13.0% Mobileinternetbuyers(inmillions) 0 115 230 345 460 2014 2015 2016 2017 2018 Mobile internet buyers* Mobile internet buyer growth 8.2% 9.9% 11.8% 12.3% 445 412 374 335 298 12.3% 11.8% 9.9% 8.2%
  • 4. 3. Mobile buyers in China spend about $1000/ year in 2015 (37% higher than the US) and the spend growth rate is about 30% annually Annualspendpermobileinternetbuyer $0 $600 $1200 $1800 $2400 2014 2015 2016 2017 2018 $1,146 $1,026 $903 $727 $541 $2,335 $1,791 $1,350 $997 $605 China US Note: Retail m-commerce sales taken from eMarketer Oct 2015 report. The number of mobile internet buyer was deduced using the approach on slide 3 above. Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of payment or fulfilment; excludes travel and event tickets; excludes Hong Kong for China; converted at the exchange rate of US$1=RMB6.1457 Raw data in the appendix Source: eMarketer Oct 2015 report
  • 5. 4. Digital buyers in China are male skew (55%), the majority (55%) between 18-34 year old with household income between $650-$1000 (56%)
  • 6. 5. 70% of digital buyers in China use WeChat
  • 7. 6. Alipay has a commanding lead in mobile payment transaction value in China with more than 75% of the volume Note: Data is from an October 2015 Analysys International Enfodesk study as cited in press release. Data is based on interviews with industry stakeholders, Analysys International Enfodesk's proprietary monitor data and estimates based on its own forecast model.
  • 8. 7. 70% of digital buyers in China would make purchases/payments online for digital content, travel, bill payments and movie tickets
  • 9. 8. 65%-68% of digital buyers in China are impulse shoppers, significantly higher than those in the US or JP Note: Impulse shopper: Those who frequently browse product categories they do not originally think of purchasing. Data is from the December 2015 Hakuhodo and Communication University of China report titled "2015 Consumer Observations" as cited in press release. 3,520 consumers ages 20-59 living across tier 1-3 cities in China were surveyed during November 16-19, 2015. Among the respondents in China, 960 had a monthly household income of 7,000+ Chinese yuan renminbi and were from tier-1 cities (Beijing, Guangzhou, Shanghai), 1,280 had a monthly household income of 5,000+ Chinese yuan renminbi and were from tier-2 cities (Fuzhou, Shenyang, Wuhan, Xian) and 1,280 had a monthly household income of 4,000+ Chinese yuan renminbi and were from tier-3 cities (Shantou, Xiangyang, Xuzhou, Zhangjiakou).
  • 11. eMarketer Aug 2015 data on China mobile phone internet users and digital buyers 2014 2015 2016 2017 2018 Internet users 647,709,053 674,342,620 700,096,096 736,241,694 778,154,316 Mobile phone internet users 561,803,928 589,134,266 618,719,993 653,155,580 691,532,125 Digital buyers 372,813,062 418,669,068 468,072,019 514,411,148 556,592,863 Mobile internet buyers (estimated at 80% of digital buyers) 298,250,449 334,935,255 374,457,615 411,528,919 445,274,290 Digital buyers (% of internet users) 60.10% 64.80% 69.80% 73.00% 74.70%
  • 12. eMarketer 2015 data on Chinese & US mobile buyers 2014 2015 2016 2017 2018 China Average Annual Spend per Mobile buyer $605 $997 $1350 $1791 $2335 US Average Annual spend per Mobile buyer $541 $727 $903 $1026 $1146 China Mobile e- commerce sales (in Billions) $180.41 $333.99 $505.74 $737.07 $1,039.84 CN Mobile buyers (in Millions) 298.3 334.9 374.5 411.5 445.3 US Retail m-commerce sales (in Billions) $56.67 $88.53 $123.13 $151.11 $178.27 US Mobile buyers (in Millions) 104.8 121.8 136.3 147.3 155.5 Note: Mobile buyer: ages 14+; mobile device users who have used their mobile device to make at least one purchase via web browser or mobile app during the calendar year Retail m-commerce sales: includes products or services ordered using the internet via mobile devices, regardless of the method of payment or fulfilment; includes sales on tablets; excludes travel and event ticket sales
  • 13. 3. Mobile buyers in China spend about $1000/year in 2015 and the spend growth rate is about 30% annually Annualspendpermobileinternetbuyer $0 $600 $1200 $1800 $2400 2014 2015 2016 2017 2018 $2,335 $1,791 $1,351 $997 $605 Annual spend per mobile internet buyer Source: eMarketer Oct 2015 report Note: Retail m-commerce sales taken from eMarketer Oct 2015 report. The number of mobile internet buyer was deduced using the approach on slide 3 above. Retail m-commerce includes products or services ordered using the internet via mobile devices (including sales on tablets), regardless of the method of payment or fulfilment; excludes travel and event tickets; excludes Hong Kong; converted at the exchange rate of US$1=RMB6.1457
  • 14. Top 3 Payment Methods that Digital Buyers in China Will Use for Purchases Made During 11/11 Digital Shopping Festival*, Nov 2015