The effects of the coronavirus pandemic are turbocharging digital transformation in China's retail sector—and the country is already leading the world in terms of retail ecommerce sales and penetration.

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

Growth of retail sales in China is declining, due to economic and geopolitical challenges, and will not overtake the US until 2021. But retail ecommerce has continued to flourish in some surprising ways under these current circumstances.

Despite a faltering economy and subdued growth across traditional media, total media ad spend in China will maintain strong growth on the back of increases in digital and mobile, where the top digital publishers will maintain their dominance.