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According to Amazon’s latest China online shopping trends report released in 2013， China’s online shopping showed four trends in terms of shoppers， products category， geography coverage， and mobile shopping.
Firstly， the diversification of online shopping crowd is a long-term trend， and the male and young people are in a dominant position. The data shows that the online shopping crowd of 40 years old and above has grown increasingly； and the male and young people are still the main force of online consumption.
Secondly， the shopping category presents a diversified development. Books and all kinds of consumer electronics products are still the mainstream selection of online shopping； other categories grow rapidly； and online shopping has gradually gone into each level of the life required. The eight fastest-growing categories in 2013 include wine， pet products， shoes， gardening， apparel， home decorations， outdoor sports， automobile accessories and household necessities.
Thirdly， geographical distribution expands increasingly. The online shopping fever is expanding from the first-tier cities to the second- and third- tier cities， presenting colorful region characteristics. Beijing， Shanghai， Guangzhou and Shenzhen are cities with the strongest purchasing power. Furthermore， the ten cities with the fastest growing proportion of sales in 2013 are Harbin， Chongqing， Jinan， Qingdao， Zhengzhou， Nanjing， Chengdu， Wuhan， Xi’an and Changsha.
Fourthly， the shopping via mobile terminal grows rapidly. In 2013， the proportion of shopping via mobile terminal from Amazon China has increased 142%. More and more consumers have already begun to frequently go shopping via mobile terminal. The time of consumers’ shopping via mobile terminal concentrates on 10 am～11 am and 2pm ～5 pm. Compared with that of 2012， the proportion of people who do shopping between 6 am～9 am obviously increases， among which the proportion of those doing shopping around 7am by using mobile terminal increase by nearly 50%. It shows that the consumer uses mobile terminal for shopping at getting-up time and on the way to work.
Firstly， the diversification of online shopping crowd is a long-term trend， and the male and young people are in a dominant position. The data shows that the online shopping crowd of 40 years old and above has grown increasingly； and the male and young people are still the main force of online consumption.
Secondly， the shopping category presents a diversified development. Books and all kinds of consumer electronics products are still the mainstream selection of online shopping； other categories grow rapidly； and online shopping has gradually gone into each level of the life required. The eight fastest-growing categories in 2013 include wine， pet products， shoes， gardening， apparel， home decorations， outdoor sports， automobile accessories and household necessities.
Thirdly， geographical distribution expands increasingly. The online shopping fever is expanding from the first-tier cities to the second- and third- tier cities， presenting colorful region characteristics. Beijing， Shanghai， Guangzhou and Shenzhen are cities with the strongest purchasing power. Furthermore， the ten cities with the fastest growing proportion of sales in 2013 are Harbin， Chongqing， Jinan， Qingdao， Zhengzhou， Nanjing， Chengdu， Wuhan， Xi’an and Changsha.
Fourthly， the shopping via mobile terminal grows rapidly. In 2013， the proportion of shopping via mobile terminal from Amazon China has increased 142%. More and more consumers have already begun to frequently go shopping via mobile terminal. The time of consumers’ shopping via mobile terminal concentrates on 10 am～11 am and 2pm ～5 pm. Compared with that of 2012， the proportion of people who do shopping between 6 am～9 am obviously increases， among which the proportion of those doing shopping around 7am by using mobile terminal increase by nearly 50%. It shows that the consumer uses mobile terminal for shopping at getting-up time and on the way to work.