Deep Dive 11 minutes PremiumUnderstanding Fresh Food E-Commerce in China Coresight Research May 21, 2019 Executive SummaryChinese consumers are buying more and more online, and fresh food has become a new category they increasingly look for. The gross merchandise volume (GMV) of China’s fresh food e-commerce market is expected to increase 160% to ¥162.0 billion in 2019 from ¥62.2 billion in 2016, according to iiMedia. Most fresh food e-commerce shoppers are millennials—those born in the 1980s and 1990s. Convenience and time-saving are key factors driving consumers to buy fresh food online. There are three primary types of fresh food e-commerce operations in China: vertical fresh food e-commerce specialists, comprehensive e-commerce platforms and online-to-offline (O2O). Due to the perishable nature of fresh food, the category requires hefty investments to build the cold chain logistics needed to complete last-mile delivery. Consumers’ expectation of fast delivery and the heavy investment required are key challenges for fresh food e-commerce operators. Already a subscriber? Log in You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Show Options + Get unlimited access to all our research with one of our subscription plans. View Subscription Plans or Contact us to purchase this report. Contact us ✕ This document was generated for Other research you may be interested in: Is the Future of Security Locked in Technology?: Insights Presented at NRF Protect 2023Carrefour To Acquire Cora and Match Banners in $1.2 Billion DealThree Data Points We’re Watching This Week: US Surveys FocusMarch 2024 US Retail Sales: Growth Moderates But Remains Solid; General Merchandise Stores Rebound