Succeeding in China’s $9.4 T E-commerce Market: Why Culture and Context Matters

Authors: Theresa Eriksson, Leyland F. Pitt, Kirk Plangger

China’s cross-border e-commerce has been growing in recent years in terms of both volume and value. With increasingly sophisticated customers who have rapidly evolving expectations, Asia’s largest economy is expected to become the world’s largest e-commerce market by 2020, with e-commerce transactions expected to reach almost 50 trillion yuan, or approximately C$9.4 trillion.

This report is intended for Canadian firms contemplating expansion into e-commerce in China. In addition to providing an overview and statistics, as well as primary data insights into key challenges and considerations, the report also offers two case studies to provide further insights into this explosive sector in China.

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