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E-commerce goes mobile

Julia Q. Zhu is the founder of Observer Solutions, a China-focused e-commerce consulting and research firm. Ms. Zhu specializes in e-commerce and technology research in China and the Asia-Pacific region. She formerly held management roles for Alibaba Group. Prior to that, she worked for iResearch in Beijing, a Chinese internet research and advisory firm. She’s @juliaqzhu on Twitter.


On November 11, China’s largest online shopping festival – the equivalent of Cyber Monday in the US – took place. On the two largest e-stores, Alibaba-owned Tmall and Taobao, Chinese consumers spent $5.7 billion in a single day, setting a new record for global e-commerce. On rival site Jingdong, people spent $1.6 billion over its longer promo period, which lasted 11 days.


These massive numbers made news headlines around the world. However, most stories overlooked the most significant aspect of the event – 25 percent of all purchases on Alibaba’s e-stores were made using mobile devices. That’s a strong indication that e-commerce in China is rapidly transitioning towards mobile in 2014.


While m-commerce in China was seemingly non-existent just two years ago, shopping through mobile devices such as smartphones and tablets has quickly gained acceptance among Chinese digital consumers. Amazon China announced on December 11 that the percentage of its sales coming from mobile devices increased by 142 percent in 2013. The top five most popular product categories for these Amazon China mobile shoppers are watches, phones and accessories, personal care and health items, jewelry, and automotive accessories.


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