China’s e-commerce retail sales are expected to increase by 42.1% to US$672.01 billion, accounting for over 40% of the global e-commerce retail sales in 2015 estimated by eMarketer. The e-commerce market in 2018 is expected to reach US$1.57 trillion according to eMarketer. China has become the world’s largest e-commerce market.

With the development of mobile networks, mobile commerce market is booming in China. Although smartphone market in China is saturating, the smartphone penetration is expected to reach 38.6% this year.

Mobile commerce in 2015 is predicted to reach US$333.99 billion, making up about half of China’s total retail e-commerce sales. Retail e-commerce in 2015 accounts for only 15.9% of the total retail sales; and mobile 7.9%.

Rural netizens are major future consumers for e-commerce companies. To achieve long and continuous growth, companies have to seize opportunities to attract rural shoppers. Alibaba, the largest internet company in the world, is to invest 1 billion yuan (US$0.16 billion) in the logistics and delivery services to better serve rural shoppers in the coming Double 11 shopping festival. In addition, Chinese cross-border e-commerce is also growing fast.