China’s e-tailing transaction value had reached Rmb1,850 billion in 2013. The Ministry of Commerce forecasts that e-tailing transaction value will exceed Rmb3,000 billion in 2015, constituting more than 10% of total retail sales. The online consumption market can be divided into C2C and B2C. Many retailers that are running their business with physical stores on the mainland have set up online shops in a B2C format, by making use of “official flagship stores” or “independent websites”. More
