Appetite for fresh food e-commerce grows

Tech-savvy young consumers seeking high-quality produce, healthy lifestyles

While most elderly people in China still rely on their neighborhood markets, the tech-savvy younger generation, particularly those born in the 1980s and 1990s, prefer online grocery shopping.

"After a long day at work, I really don't want to bargain in a wet market or wait in a long line at the payment counter of an overcrowded supermarket. Then online grocery shopping is a good choice," said Shirley Li, a 29-year-old Beijing-based office clerk.