China is the world's largest E-Commerce market by transaction value.By the end of 2015 it has also overtaken US and EU in actual online revenues.At the same time,E-Commerce infrastructure has substantially improved in recent years and sales potential appears limitless,however the market remains challenging due to its unique local characteristics.

Chinese consumers prefer to buy products online more for convenience than price.Chinese customers are extremely tech-savvy and use mobile technology to increase their functionality.Consumers in China appreciate new technologies and show the early adoption of new products.

Due to coronavirus influence and lockdown in major Chinese cities and non-essential businesses until 17th February 2020,which started from Chinese Lunar New Year time,Chinese consumers'lifestyle was interrupted and in return affected their shopping habits and sales channels.

According to an interview done with Alibaba CEO by technode.com on 14th February 2020,Tmall's sales data shows 154%increase on food related purchase,despite the difficulties in logistics during coronavirus quarantine.Alibaba also sees changes in shopping preferences shift.Consumers prefer online shopping,or brick and mortar vegetable markets or supermarkets for fresh food and daily basics.This phenomenon might be temporary due to shortage of supply and logistics,but it provided opportunities for businesses to prepare for long-term change of market players.

A China based data research organization,according to Data100's recent research,showed that Chinese consumers show willingness to pay more attention and spend more on health-related products,paying more attention to healthy lifestyle.It matches on value of many health oriented Finnish food and beverage brands

According to Statista's latest report,as of May 2019,Alibaba,JD.com,and Pinduoduo ranked as the leading three Chinese e-commerce retailers,accounting for nearly 80 percent of the total online retail sales in the country.As a major driver of the country's retail economy,e-commerce sales share experienced a considerable rise from 12.4 percent of the total retail sales in 2014,to an estimated 36.6 percent in 2019.