Yihan Ma
Research expert covering e-commerce and FMCG in Greater China
Shopping behavior in China - statistics & facts
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Consumer habits in China have changed dramatically over the past decade , owing to the rise in disposable income and the prevalence of technology. The traditional retail sector has been digitalized and omni-channel shopping is flourishing. A further surge of digital payment options has freed Chinese consumers from cash and credit cards. In metropolises, the emerging middle-class consumers are willing to spend more on higher-quality and more sustainable products, while the price is still one of the most important incentives for consumers from rural areas.
The rise of omnichannel retailing
With nearly one billion online consumers, China boasts the highest e-commerce adoption rate in the region. From the sparkling metropolises like Beijing and Shanghai, to the remote villages, the embrace of e-commerce spans every corner of the country. Nevertheless, compared to brick-and-mortar stores, online shopping does have certain drawbacks, such as longer delivery times and the inability to physically inspect items before purchasing. To address this challenge, the country’s retail market leaders decided to combine the at-a-distance and in-presence shopping approaches, offering the omnichannel shopping experience. More than 85 percent of Chinese respondents in a 2024 survey said that they prefer omnichannel retail. The most prevalent omnichannel shopping approach in China is "click-and-collect" from a pick-up location, as stated in a 2023 survey.The road to a cashless country
It has been two decades since China’s e-commerce giant Alibaba launched its digital payment app, Alipay. Since then, Chinese consumers' payment habits have transformed dramatically. Today, the country boasts over 900 million mobile payment users. Digital wallets are not only used for online shopping but are also widely utilized for in-person transactions. Going on a shopping tour with only mobile phones or even smart wearables is no longer considered a novelty for most Chinese urban consumers. In 2023, digital payment accounted for around two-thirds of in-store transactions in China.The awakening of responsible consumption
Thanks to the green campaigns initiated by the nation, many Chinese consumers have developed a positive attitude towards environmentally-friendly and sustainable shopping. Almost three-quarters of Chinese consumers in a survey said that they adopted a lifestyle that minimized greenhouse gas emissions. Nearly two-thirds of consumers expressed their willingness of shopping sustainably, even when they need to pay a higher price.Yihan Ma
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Mar 18, 2025
Yihan Ma
Research expert covering e-commerce and FMCG in Greater China
