We recently published an online retail forecast for Asia Pacific, followed by an online forecast specific to China. The numbers are staggering! To give you an indication of the speed at which eCommerce is taking off in China, consider that recent figures from the State Post Bureau of China indicate that more than 6 billion packages were shipped in the first three quarters of 2013 – an increase of 61% from the same period in 2012. Factors contributing to China’s massive eCommerce market and rapid growth include:
The Alibaba Group. Unlike our U.S. and European forecasts, Forrester’s online retail forecast for China includes both B2C and C2C online sales (the other forecasts include only B2C). In China, B2C and C2C online sales are strongly influenced by the Alibaba Group’s websites Tmall and Taobao. Tmall, which became a platform independent from Taobao in 2011, is making news for its unprecedented sales and has a long list of partner brands including the NBA, Microsoft and Gap. Apple made news recently when it opened a store on Tmall in addition to its existing direct-to-consumer site. The Alibaba Group also has a stronghold on the eCommerce payments space with Alipay, which, according to Forrester’s Technographics data, tops the list of preferred online payments among metropolitan online shoppers in China.