A Field Guide to China’s Online Shoppers

Taobao Marketplace, China’s largest and most influential online shopping platform in the world, has passed a few milestones lately, and now it has reached another. On May 10, the website that introduced online shopping to China’s burgeoning consumer class turned 10 years old. The online shopping website has more than 500 million registered users. Using the site’s extensive data on the behavior of consumers in Greater China, Taobao researchers recently released a breakdown of the 12 types of Taobao shoppers, which include everyone including the Night Owl, the Window Shopper, the Shopaholic, the Frequent Flyer and the Adventurer.

A Field Guide to China

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