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Five trends driving e-commerce surge

China is growing from follower to leader in e-commerce, with its consumers showing extraordinary flexibility and willingness to embrace innovation, said McKinsey & Co in a report. The management consulting firm expects robust growth in the country's social commerce and online-to-offline services, a trend toward transforming physical retailers into mere "showrooms", and a dramatic increase in online food purchases and the number of e-commerce users in rural areas.