INFLUENCERS OF SPEND ONLINE - CHINA E-commerce Shopper Insights LISA BYFIELD-GREEN August 2013 Senior Analyst - E-commerce

Contents Introduction Key Findings & Recommendations Setting the Scene The Influencers of Spend Online Charts & Data Tables Methodology

1. Introduction

E-commerce shopper assessment: The drivers & influencers of spend 1. Introduction E-commerce shopper assessment: The drivers & influencers of spend We surveyed almost 15,000 shoppers in 10 key e-commerce markets to not only find out about levels of spend online but to get a clear understanding of what drives people to shop online; what influences their purchasing decisions; how they could be encouraged to shop more via the internet; and what is important to them when doing so. This report looks at online shoppers in China. What would encourage more online shopping? What is important when deciding where to shop? What do consumers expect from a website? What influences consumers choice of retailer online?

2. Key Findings