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. This report is for paying subscribers only. Already a paying subscriber? Please log in to see the entire report.If you wish to learn more about our subscription plans and become a paying subscriber, click here. This document was generated for Other research you may be interested in: Retail Around the World: International Women’s Day 2023E-Commerce Outlook: US Department Stores—Digital Slows as Consumers Shop in StoresThree Data Points We’re Watching This WeekNRF APAC 2024: Wrap-Up—Strategizing for the Future of Retail with AI and Customer-Centricity