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This graphic from “China’s Herculean E-Commerce Market,” captures the state of the country’s online shopping boom based on a mobile survey conducted by Decision Fuel from 1,500 smartphone users across city tiers. In terms of online shopping spend as a percentage of income, consumers in fourth-tier cities were the biggest shoppers with 27% of their spending going towards ecommerce. This makes sense as fourth-tier cities typically lack the retail infrastructure to access the brands and products that are available on Tmall and JD.com, but it also speaks to China’s adoption of ecommerce as a primary purchasing channel that established itself before brick and mortar shopping.

Lots of opportunities for brands to reach consumers in these smaller but important groups.

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