WorldPay: China's online shopping user map

WorldPay conducted a study on global online shopping users. The following is its survey report on Chinese online shopping users. The key data are as follows:

1. Overall consumer behavior

The three main categories of products that Chinese netizens buy online are: clothing, food and footwear, accounting for 40%, 39% and 34% respectively; the most commonly used payment tools are Alipay (65%), credit cards (51%) and debit cards (45%); the characteristics of the online shoppers with the largest spending are: 47-year-old women, who most often buy department stores, jewelry and photography, and their favorite payment tool is Alipay

Online shopping accounts for 31% of Internet users’ disposable income; 38% of the Chinese population uses the Internet; 19% have experienced online fraud; 75% are concerned about privacy issues

2. Mobile business opportunities

The most common product types purchased by Chinese mobile shoppers are shoes, clothes and groceries; 75% own smartphones, 56% own tablets, 46% use smartphones to buy online, and 41% use tablets to buy online

The revelation to retailers is: In general, retailers need to protect personal privacy; for light users, retailers need to provide personalized promotions and accurate recommendations; for medium users, provide accurate recommendations; for heavy users, provide a wide range of payment methods.

In addition, the three main reasons for users to abandon shopping cart items are better prices elsewhere, navigation is too complicated, and unexpected costs are high. Retailers need to consider alleviating these pressures.