Nearly 50% of (46%) of Chinese explain that they are already to order groceries online for home delivery (compared to 25% in the world)
more than 52% are willing to purchase online in the future.
The report of Nielsen looks at how chinese eshoppers are using technology and offers insights into how retailers and manufacturers can use flexible retailing options to improve the shopping experience and drive increased visitation and sales across channels.
More information Nielsens
Online shopping has a number of benefits, but physical stores also have strong key advantages over e-commerce — especially for fast-moving consumer goods. In fact, the majority of Chinese respondents (67%) reported that going to the grocery store is an enjoyable and engaging experience. A similar percentage (69%) considers grocery shopping in a retail store as a fun day out for the family.
One important take-away for retailers and manufacturers, who must engage consumers early on the path to purchase, is that online browsing often does lead to in-store shopping and purchases. There are many touch-points along the path from online to offline, which includes finding a store, making shopping lists, checking prices, researching products, sharing reviews and viewing manufacturer and retailer content on social media before finally purchasing.
“The connected commerce era is here,” said Brian Negley, Vice President of Nielsen China. “Consumers are no longer shopping entirely online or offline; rather, they’re taking a blended approach, using whatever channel best suits their needs. The most successful retailers and manufacturers will be at the intersection of the physical and virtual worlds, leveraging technology to satisfy shoppers however, wherever and whenever they want to shop.”