is the e-commerce market in China saturated?

I’ve recently begun receiving emails again from the Fung Business Intelligence Center, an arm of the Hong Kong-based, garment-oriented logistics company Li and Fung.  One of the latest poses the question that’s the title of this post.

The answer:  yes  …and no.

Yes, the market in the developed areas of China is close to saturation today.  However, rural areas of the Asian giant remain relatively unexploited, both by internet and traditional bricks-and-mortar retail.  FBIC thinks that the rural sector, which now makes up about 10% of Chinese e-commerce revenue will be at least as large as the urban sector in as little as 10 years.  My back of the envelope calculation is that rural e-commerce growth will add at least five percentage points annually to what overall e-commerce expansion would otherwise be.  Presumably, some Chinese e-commerce players will be more adept at wooing this business than others, meaning their rural business could add 10% or so to annual sales growth.

The FBIC report, which is relatively short, is well worth taking a look at.

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