How Chinese consumers see the future of e-commerce

China's online retail ecosystem has developed rapidly. Nowadays, not only have people's shopping habits become more and more digital, but the operating mechanism of the entire retail industry has changed. Digitization has penetrated every aspect of consumers' daily shopping, from browsing products online at home to using mobile payments in stores. With the advent of new technologies, the shopping habits of Chinese consumers are rapidly changing.

According to KPMG and GS1 Survey analysis, nearly three in five consumers in China plan to do more shopping and research online in 2018. A greater number of Chinese consumers are expecting to increase their interaction with brands via social media. Consumers are also looking to receive more customized products and information derived from the use of big data.