Much has been written about the rise of e-commerce in China, and how its growth is cutting into more traditional retailers. But from the perspective of customers, the two are not exclusive.

Nowadays, few people only shop online or offline. Rather, most consumers choose their shopping channel based on a number of factors including proximity to the store, price, product quality, and shopping experience.

This integration of online and offline shopping experiences is bringing about a new form of retailing, dubbed “Shop as a Service” by Howell Hu, the founder of New Arrival.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.