China’s online sector is the biggest in the world and FMCG is a significant portion of this, with 40% of Chinese buying groceries online. Lightning-fast payment solutions, same day temperature controlled deliveries and 24-7 customer service support give consumers instant access to any product across the globe.
The big trend in 2016 & 2017 was online to offline. Chinese now make 88% of their online purchases from their mobile phones. This means constant access to purchases, and a broader customer reach.
Another significant shift in consumer behaviour is the weight customers are placing on quality, now ahead of price as the highest ranked criterion when shopping, particularly in categories like food where health and safety come into play.
