Will small screen be tight fit for e-commerce giants?

Xiao Man, a human resources officer in Beijing, was on a mini shopping spree during a recent subway trip to the office.

With her eyes glued to her smartphone, the 24-year-old woman bought a skirt and an upmarket handbag within 10 minutes of receiving recommendations from her friends.

"I love shopping on my smartphone. It's like a shopping mall in my pocket. Whenever my friends share something nice, I can instantly search for it on my phone," she said.