Go online to reap the harvest

E-commerce helps Western companies gain a toehold in the huge hinterland

Although it is a relatively new kid on the block, in terms of size and spread e-commerce has no peers in China. But its real strength, as many foreign companies and brands are discovering now, is its ability to be a matchmaker in the vast and untapped Chinese domestic market.

With revenues in excess of $210 billion last year and a steadily growing customer base of more than 500 million, the e-commerce industry in China is fast catching the fancy of big names such as Louis Vuitton, Adidas AG, Samsung Group and The Walt Disney Co. Many others such as the UK-based retailer Marks & Spencer Plc and Mothercare Plc are in talks to be a part of the sunrise industry that deals with the buying and selling of products as diverse as mobiles, fresh vegetables, textiles, dresses, exotic food, machinery and personal care products.