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THE growth of online shopping in China has far outpaced the broader economy, as e-commerce retailers gain the trust of the country's consumers.迷你倉出租The growth of e-commerce in China is expected to pick up pace in the coming years as more online vendors succeed in assuaging consumer concerns over low-quality or unsafe products.As Chinese authorities push for domestic consumption to make up a bigger share of the economy, virtual consumption appears to be leading the way. While overall retail sales rose 12.4 per cent in the first quarter of 2013 year on year, revenue at China's biggest e-commerce player, Alibaba, surged 71 per cent over the same period."The key word is reassurance. It has become increasingly safe to buy from a broader range of categories online. Money is not handed over until customers can squeeze the product," said Tom Doctoroff, the Asia-Pacific CEO of advertising giant J Walter Thomson at the HSBC dialogue session last month.For instance, customers of Alibaba use the Alipay electronic-payments system, which puts payments in escrow until buyers confirm receipt of their purchase.Growth has also been driven by demand from a large middle-class unable to obtain their favourite brands in traditional brick-and-mortar stores, particularly in smaller cities.A PricewaterhouseCoopers survey found more than a quarter of Chinese consumers shop online mainly because it's more convenient to find their favourite products that way.In China's third- and fourth-tier cities, shoppers spend 27 per cent of their disposable income online because they can't find what they want elsewhere, compared to 18 per cent in China's richest cities, according to a study by management consultants McKinsey.According to HSBC Research, online shopping will reach US$560 billion by 2015, which is equal to 10 per cent of the total retail market in China.Among the diffe迷你倉ent product categories, food has been one of the fastest growing segments for online retail in China. High-profile food safety scares like tainted baby milk powder and recycled cooking oil in recent years have spurred consumers to fork out more money for goods they believe to be safe.With no middleman involved in its distribution, food bought online is fresher when it reaches the customer, and is also more easily traceable. Barcodes that can be read by smartphones can also verify the origins of products.While most food products sold online have been packaged items, new players are focusing on fresh and premium produce. Total online sales of fresh produce in China could rocket to 40 billion renminbi in five years, from about 11.5 billion renminbi this year, according to the Beijing Orient Agribusiness Consultant firm.At Alibaba-owned Taobao, one of China's largest online market place, sales of meat, seafood, fruit and vegetables grew 42 per cent last year to nearly 1.3 billion renminbi.The issue of building trust between buyer and seller is key to success in the online retail space, and partly explains why US Internet auction giant eBay quit the vast Chinese market just two years after entering in 2006, noted Mr Doctoroff."eBay was a spectacular failure because it didn't understand the need to build trust," he said.Chinese players like Taobao have invested in tools that simulate guanxi - the personal relationships that are critical to doing business in China - something which eBay failed to understand.For instance, researchers found that customers on Taobao spend an average of 45 minutes using an instant messaging style communications tool to ask sellers questions about themselves and their products before purchasing anything.The strategy has paid off handsomely, with Taobao commanding around 95 per cent of the online retail market in China.儲存倉