BEIJING: Ecommerce sales rose by 66% in China in 2011, reaching a value of RMB780bn ($124bn) overall, according to new figures.

Alibaba, the online retailer, and IDC, the research firm, have released a new report which stated that the web now delivers 3% of total retail sales in the world's most populous nation.

This figure is anticipated to expand to 7% in 2015, as the number of online shoppers increases and confidence in buying goods in such a way rises.

In demonstration of the knock-on benefits this could provide, Taobao, the country's largest ecommerce site and a unit of Alibaba, created over 2.7m jobs last year, the report stated.

According to data provided by the China Internet Network Information Center, the online population in the rapidly-growing economy has hit 505m users.

However, the overall penetration rate is still only 37.7%, meaning almost two-thirds of Chinese consumers are yet to join the connected community.

Data sourced from Associated Press; additional content by Warc staff