Ecommerce Turns into Mcommerce in China - eMarketer

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Ecommerce Turns into Mcommerce in China

Mobile sales account for around half of ecommerce in the country

March 23, 2016

The shift of ecommerce sales from the desktop to mobile devices has been under way in China for a couple of years. And according to data from the end of 2015, the tilt toward mobile is clear.

Retail and C2C Ecommerce Sales Share in China, Desktop/Laptop vs. Mobile, Q1 2013-Q4 2015 (% of total)

Analysys International Enfodesk reported that nearly two-thirds of retail and consumer-to-consumer (C2C) ecommerce sales in China in Q4 2015 occurred via mobile. That was up from 55.5% the previous quarter—the first time mobile accounted for a majority of ecommerce sales in the country.

2015 may have been a turning point, but the rise of mobile has been ongoing since early 2013, when 9.0% of retail and C2C ecommerce sales occurred via mobile devices.

eMarketer estimates that mcommerce sales were just shy of the 50% mark as a share of ecommerce sales for the full year last year.

Retail Mcommerce Sales in China, 2014-2019

This year, eMarketer forecasts retail mcommerce sales in China will grow by 51.4%, to reach 55.5% of retail ecommerce sales in the country this year. That will still amount to just 10.9% of total retail sales, however.

By 2019, the end of our forecast period, mobile users in China will spend nearly $1.5 trillion on mobile commerce, which will amount to nearly a quarter of the country’s retail market.

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