New China mobile shopper activity and market share report


Inspired by the rising local e-commerce powers such as Alibaba group, along with other B2C platforms, China has now become a pioneer regarding online shopping.  To capture the dynamic changes, iReasearch, a Chinese marketing agent, shared their observations on Chinese e-commerce market in a recent quarterly report.

E-commerce shopping share in China from Q1 2015 to Q2 2016

As it is shown in the metric, although the online shopping industry in China decreased 21.5% in Q1 2016, compared with the previous quarter (green line), it has seen a 14.9% rise in the latest quarter. It reached a level of 1117.8 billion RMB online transactions in Q2 2106 (the sixth bar) from 759.4 billion RMB in Q1 2015.

Mobile online shopping percentage (PC vs. mobileQ1 2015 to Q2 2016

160920_mobile-as-the-important-device-for-e-commerce_2The data from iResearch reveals that over half of online purchases in China are being completed via smartphones since the second quarter of 2015.  In Q2 2016, the percentage of mobile purchases reached 70.1%  (the sixth blue bar).

Market share of leading mobile e-commerce platforms from Q1 2015 to Q2 2016

160920_mobile-as-the-important-device-for-e-commerce_3Alibaba Group –  owners of Tmall (B2C) and Taobao (C2C) – dominated share of mobile purchases, as shown by the light green bar).  Alibaba Group enjoyed 84.3% of the market in Q1 2015, and still enjoys 80.1% share in Q2 2016.  A distant second is’s mobile platform, which moved from 5.2% share of the local market in Q1 2015, to 8% in Q2 2016.

About Author

Tracy Zhang

As a Masters graduate of Foreign Trade, Tracy started her career helping supermarket brand City Shop to source the ‘hunger’ of Shanghai’s internationalizing consumers. Now that she has found her passion in consumer research, she is helping develop Resonance's ground-breaking ethnographic offer.

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