Firms join Chinese e-commerce carnival

An increasing number of foreign companies are joining the boom of the e-commerce industry in China, attracted by the profitable opportunities to develop new services in the fast-growing industry.

A wide range of companies from different sectors, from overseas retailers to Internet technology and advertising enterprises, have joined the wagon of the online shopping industry in China.

"To capture the opportunities in the increasingly competitive retail market, organizations must realize the importance of digital capabilities," said Vanessa Zeng, senior analyst at Forrester Research.