After 6 years of explosive growth, China’s e-commerce is slowing down with saturation seemingly the main culprit: from an impressive growth rate of 74% in 2011, it has fallen to an expected 19% in 2017. However, consumption itself is the opposite of sluggish. In fact, by 2021 China is expected to add another consumer market the size of Germany’s.

Although the main factors driving China’s online market, such as the rising middle class and demographic changes, have been constant, a recent report published by McKinsey (in Chinese) reveals that there are new shifts in the market that companies need to be aware of. Here are the five trends that explain the evolution of China’s digital consumers.

People want to try out gadgets before they commit. This is why for consumer electronics selling products through both online and offline channels is especially beneficial. When consumers do online research and then visit the brand store or showroom, the probability of buying the product rises up to 80%.

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Masha Borak

Masha Borak is a technology reporter based in Beijing. Write to her at masha.borak [at] technode.com. Pitches with the word "disruptive" will be ignored. Read a good book - learn some more adjectives.