Service gets more attention in online shopping

Increased sophistication of online shoppers is transforming the e-commerce sector in China from "price-driven" to "service-driven", according to the Online Shopper Trends report by The Nielsen Co.

The global consulting firm's report, released on Friday, said that apart from concentrating on the price advantages offered by e-commerce platforms, the more sophisticated Chinese consumers are also browsing for additional online shopping advantages that suit their individual requirements.

Online shoppers from China also tend to research products thoroughly, by making online and offline comparisons, before actually making an online purchase, the report said.