This article is part of a Spotlight series on how brands in China can embrace the ‘new retail’ movement and level up their omnichannel journey strategies. Read more
In China, I do not use the term “e-commerce” anymore. China’s e-commerce possibilities lie beyond the “e”. It is all “commerce” because the digital ecosystem is much bigger in China than in any other market. The digital ecosystem is a living organism that is ever-evolving. It is inspiring (and forcing) brick-and-mortar commerce to adapt, change for the better and deliver improved experiences.
I am marking my fifth...