Mobile e-commerce, mobile payments and social media are some key factors that companies must keep in mind to boost their e-commerce sales.

Many companies have adapted some marketing practices to drive their e-commerce sites.

E-commerce in China has rapidly developed over the last years due to its far reaching and the several opportunities that offer to Chinese shoppers such as a huge variety of product and services, best prices and purchasing facilities.
In 2013 China was the largest e-commerce market in the world with $314 billion and the online spending per buyer was $1,040 and it’s expected an increase up to $1,880 in 2018.

On the other hand, there are some practices that marketers have carried out in order to boost the e-commerce in China.

Mobile ecommerce:

The internet penetration on mobile devices was a revolution to consumers, companies and the economy. China has more than 600 million internet users and most of them have access to Internet through their mobile devices and this tendency has changed the business and marketing strategies of the companies.

According to China Internet Network Information Center (CNNIC), 81% of Chinese internet users have accessed the internet via their mobile devices in 2013.


The reality is that mobile ecommerce or also called m-commerce, is growing more quickly than the e-commerce and therefore companies have developed and optimized their mobile e-commerce platforms.

As example of this trend, around 76% of all transactions of Taobao and Tmall were made through mobile devices. Last year, 69% of Chinese buyers purchased a product or service via their smartphone.

Mobile payments:

The growth of the m-commerce and mobile payments go hand in hand. Alibaba has developed a mobile payment system called Alipay Wallet which is the most popular mobile payment system in China.


However there are others payment systems such as Tenpay, a Tencent’s tool which is the payment method of Wechat’s app. In addition, Baidu has launched Baidu Wallet in order to compete with Alipay and Tenpay on mobile devices payments.

In January, Alibaba has launched a payment tool on Sina Weibo. Consumers have the chance to make purchases on the microblogging platform by scanning a QR code.

Online to Offline (O2O):

Through O2O, companies utilize online strategies to get offline actions as purchases.


Many companies offer ecoupons, evouchers and etickets via online to drive consumer traffic to physical stores.
Users are able to purchase those promotions through online payment systems and then use them on real shops.

Social media:

In China there are more than 600 million internet users and 95% of them have at least one account on a social network. Besides, Chinese consumers are the most active social media users in the world.

Social media platforms play an important role on e-commerce sales. Through campaigns on social networks, companies can reach more potential consumers and interact with them.


Many companies have linked their social media account with their e-commerce sites. In addition, WeChat has its own payment system which facilitates the online purchase.

Sina Weibo, Tencent QQ, WeChat and Qzone are the most influential social media platforms in China.
Companies which desire to improve their e-commerce sales must follow and adapt the previous practices to their marketing strategies.

If you are interested to attract more consumers to your e-commerce site, contact us, we are a Marketing Agency specialized in the Chinese market.



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