Apparel is the most popular product category for China online shoppers according to McKinsey. And, the most frequent online purchases are packaged and fresh food.
40% of Chinese consumers buy food online, in contrast to just 10% of their US counterparts.
The total transaction value of China online apparel market exceeded RMB434.9 billion (USD70.75 billion) in 2013 with a YoY increase of 42.8%, which accounted for 23.1% of the whole China online shopping market.
It is estimated that in 2014, the total transaction value would increase to RMB615.3 billion (USD100.1 billion) with a YoY increase of 41.5%, accounting for 22.1% of the whole China online shopping market.