China's E-Tail Revolution: Online Shopping As A Catalyst For Growth
McKinsey&Company
Over the past few decades, China has made great strides in catching up to the level of industrialization in other major economies. At the heart of this transformation has been a massive wave of investment and an unprecedented migration from countryside to city in support of export-led manufacturing. The next stage calls for a sharper focus on productivity and a better balance between investment and domestic consumption as drivers of growth--and this crucial turning point has coincided with the arrival of the Internet revolution in China. In this report, the McKinsey Global Institute (MGI) analyzes the clear incremental effect that online shopping is already having on private consumption in China.