The above graph from iResearch shows that China’s online shoppers are more active in workdays than weekend except for evening time on weekends. If we take a look at Amazon.com’s traffic trend in May, it seems to conform to the finding:
More than 80% of shopping actions are done in 30 minutes, and only few continue for more than 30 minutes or even one hour:
According to iResearch, most Taobao users go through three steps in online shopping:
- Visit home page
- Log on and search
- View commodities
In the second and third steps of shopping process, some users go back to home page of Taobao.com mainly because he or she looks for certain product category or management function. Therefore, home page of a website continues to play a crucial part in online shopping paths.
TMall.com was Taobao’s B2C site and is now split out as a separate company.