Chinese online grocery market ‘to double’ by 2020

By Matt Atherton

- Last updated on GMT

China's grocery market is predicted to become more online
China's grocery market is predicted to become more online

Related tags Trademark Grocery store

The online grocery market in China is predicted to double in three years, as more manufacturers partner with retailers to boost sales.

“As China’s online grocery channel continues to grow, we expect to see more partnerships created between retailers and manufacturers,”​ said grocery think-tank IGD Asia programme director Shirley Zhu.

“China already has the world’s largest online grocery market in terms of value and this certainly shows no signs of slowing down.”

More focused investment

IGD forecasted that China’s online grocery market share would jump from 3.1% of the country’s total grocery market to 6.6% by 2020. Growth of the internet, greater smartphone usage, more focused investment from retailers, and shifting demographics were driving online grocery growth, IGD said.

What’s driving growth?

  • Internet
  • Smartphones
  • Changing demographics

The rising population of young, middle-class shoppers leading busy lives was creating a new generation of shoppers that wanted to access groceries at the click of a button, said Zhu. Retailers were responding to those trends, she added.

“Thinking mobile first is vital,” ​Zhu said. “Many retailers are rolling out apps offering exclusive discounts and special features. Brands and retailers are also advertising and have shops set up on WeChat, China’s biggest social media network.

‘Personalised products’

“We also expect to see online grocers personalising their offers, using data to understand how and when people shop online, to deliver a better service and even personalised products. We also expect innovations such as voice-activated technology, virtual reality and smart devices to play a greater role as the market develops.”

Meanwhile, food and drink manufacturers were urged to protect their intellectual property rights​ before exporting overseas by trademark attorney Aidan Clarke this week. Clarke warned food businesses risked having their products copied by domestic manufacturers when entering new markets.

Chinese online grocery market – at a glance

  • Predicted to double by 2020
  • Total grocery market share to increase to 6.6%
  • Manufacturers to partner more with retailers

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1 comment

Chinese Grocery Shopping

Posted by James Moy,

I sure can use this service. But I will want some honesty and integrity here. No use paying for spoiled foods, cheating, unreliable products. Where I live I sure can use some ethnic foods, e.g., sweet rice, dark soy sauce. Hate to drive 70 miles to an urban center to buy this stuff.

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