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China’s Online Fashion Market Kicks into High Gear

More shoppers in China rely on digital sources for fashion purchases

June 8, 2016

China’s fashion-savvy shoppers wield considerable influence in the online space as the country’s consumers turn to digital sources to research and purchase their favorite clothing finds. A study on the shopping habits of consumers in Asia-Pacific by market research firm AIP found consumers in China are among the region’s most active when it comes to buying and investigating clothing purchases online.

Preferred Sources of Fashion Information Among Internet Users in Select Countries in Asia-Pacific, Feb 2016 (% of respondents)

According to AIP’s survey, 58% of internet users in China preferred to purchase clothing online, more than 30 percentage points higher than internet users in Singapore, the next closest market studied.


This finding matches with additional June 2015 ecommerce research conducted by Visa. In Visa’s study, which examined the digital share of purchases made in select categories among shoppers in Asia-Pacific, China led all other countries when it came to fashion purchases, with 62% transacted via digital means.

Digital Share of Purchases/Payments Made by Internet Users in Select Countries in Asia-Pacific, by Category, June 2015 (% of total)

As companies look for ways to capture more of this online fashion spending in China, blogs and social media are likely to be important marketing tools. In terms of the leading sources of fashion information in AIP’s survey, social media and blogs were most popular in China, where they were mentioned by 70% of all respondents.

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