The growth in online shopping in China is huge: since 2011 spending online has grown seven-fold from 0.5 trillion yuan in 2010 to 3.8 trillion yuan in 2015, according to
iResearch Global.
But Oliver Wyman research suggests that there are opportunities for both domestic and international retailers to win a share of the Chinese spend without having to try to compete with online giants. Two ways of doing this are to take advantage of the growth and popularity of malls and to serve the needs of Chinese shoppers travelling overseas.
