China's e-commerce prize

The year 2013 will be remembered as the one in which China surpassed the US as the world’s largest digital retail market.

Last year, Chinese e-commerce shoppers spent RMB 1.3 trillion online, a sum that has grown more than 70% annually since 2009 and is expected to continue on its amazing trajectory, reaching RMB 3.3 trillion by 2015 (see Figure 1). Digital retailing has furiously transformed shopping and purchasing habits, opening up vast opportunities for retailers and brands that pay attention to the nuances of massively changing consumer behavior.