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More than half of Chinese online shoppers buy British

More than half (55%) of online shoppers in China bought items from British brands over a three month period, a new survey has found. 

The shoppers, spending in February, March and April, spent an average of £104 per month, Royal Mail’s Delivery Matters report indicates. 

A total of 87% of the 1,500 shoppers surveyed liked to buy British brands and 76% trusted items bought from British retailers not to be counterfeit.

The sample found that smartphones are the device of choice as 79% of shoppers make purchases via phones, compared with just 28% of UK shoppers.

Meanwhile the average online Chinese shopper spends £123 a month in total, compared with£89 in the UK.

More than nine in ten (91%) were also more likely to shop with a retailer that has a clear returns policy.

Nick Landon, managing director of Royal Mail Parcels, said: “This study provides a deep dive into the largest ecommerce market in the world. By 2020, China’s ecommerce market is set to be larger than those of the US, Japan, Germany, the UK and France combined. UK brands are really clicking with China’s shoppers, and have a unique advantage as their goods are perceived to be of premium quality.

“UK retailers should feel confident that exporting to China can deliver benefits to their business. Breaking into this market has been made much more straightforward thanks to Chinese third-party platforms such as Alibaba’s Tmall.”

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