China's online shopping turnover surges to 498 billion yuan in 2010

More than 185 million Chinese went online to shop last year, and the turnover of China's online shopping market reached 498 billion yuan, according to the "Survey on China's Online Consumers for 2011," released by China IntelliConsulting Corp.

The report shows that the turnover of China's online shopping market was up 87 percent in 2010 to 498 billion yuan, accounting for more than 3 percent of China's total retail sales value. In 2010, 185 million people made at least one online shopping transaction, which accounts for about 41 percent of total Internet users. China's online shopping market size is expected to reach 890 billion yuan in 2011.

The online shopping market size stood at 41 billion yuan in Shanghai and at 37 billion yuan in Beijing, far higher than that of other cities. The online shopping market size of Hangzhou, Guangzhou, Shenzhen and Suzhou all exceeded 10 billion yuan, reaching 15.2 billion yuan, 15 billion yuan, 11.2 billion yuan and 10.8 billion yuan, respectively.

The survey data shows that 16 percent of consumers surveyed said that their online shopping experience is better than offline shopping experience, an increase of about 3 percentage points from a year earlier. Some 85 percent of consumers said that their online shopping experience is not worse than offline shopping experience, an increase of nearly 10 percentage points from a year earlier.

In terms of the advantages of online shopping, 56 percent of the consumers surveyed prefer convenience, higher than the percentage of those preferring cheaper prices. Even if online goods lose their price advantage, about 49 percent of consumers will still prefer online shopping.

China IntelliConsulting conducted the survey in 30 representative cities that have China's most advanced economies, the largest online shopping markets and relatively high Internet and online shopping penetration rates.

By People's Daily Online

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