According to a recent study from consulting firm KPMG, over 50 percent of the Chinese shoppers surveyed bought cosmetics online, by far the most popular category. This is followed by women’s shoes, apparel, bags, and accessories.
Cosmetics was the top category bought by online consumers from tier 1-4 cities, with the largest number from consumers of tier 2 cities. In fact, online consumers from tier 2 cities were the leading buyers for the top 5 product categories in the survey.
The survey found that men are more likely to spend on higher-end status items, and on average men spend more online for apparel and shoes than women. The highest average spend was for men shoes, closely followed by luggage.
image credit: maria carolina canêjo, kpmg