E-shoppers to get more access to the world

Last year, during the Nov 11 online shopping festival, Ma Long's e-store that sells imported Australian steak, netted a record 13.14 million yuan ($1.99 million) equivalent to beef from 5,000 cows.

But Ma is not overly proud of the record, and has set higher targets for this year as China's tariffs on imports from Australia will drop gradually, thanks to the bilateral free trade agreement that took effect in mid December.

"The tariff rate on our steak is about 8.5 percent and it will be gradually reduced to zero in the coming ten years. We expect a bright future as China's customers are increasingly picky," he said.