Editor’s note: A version of this post first appeared on Jing Daily, the leading digital publication on luxury consumer trends in China. 

E-commerce is dominating in the luxury industry in China, and brands are increasingly diversifying their points of purchase. They’re reaching Chinese shoppers via not only the country’s major e-tailers, like Tmall, Secoo, and JD.com but also through their own online shopping platforms, such as website and WeChat stores. However, European luxury brands are far from fully capitalizing on opportunities to meet the demands of China’s online shoppers, according to a new report by ContactLab and investment company Exane BNP Paribas.

Their joint study, The Online Purchase Experience China 2016, explores how brands are handling e-commerce processes, from communication and ordering, to return policies and procedures. To collect the data, they tracked purchases and deliveries in Xiamen in August 2016 from 10 different purchasing points: three monobrands (Armani, Tod’s, and Burberry), four e-tailers (Mr. Porter, Burberry on Tmall, Burberry on JD.com, and Burberry on Secoo), one department store (Yintai.com) and two WeChat stores (Montblanc and Chanel).

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Jing Daily

Jing Daily is the leading digital publication on luxury consumer trends in China. They publish up-to-the-minute news updates, reports on key trends, insights from leading industry figures, and in-depth...