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From digital to physical commerce: Lessons from China’s e-commerce market

By Wanda Cadigan , Wednesday, April 18, 2018

E-commerce Insights blog

The Chinese e-commerce market is exploding, and Alibaba continues to lead the way there and is also moving into physical commerce. On the heels of a 56% revenue jump in the third quarter of 2017, Alibaba is planning to open 30 new Hema supermarket locations in Beijing by the end of 2018. How is it that, as many retailers are shuttering locations, the online giant is expanding its digital to physical commerce footprint?

By integrating its digital commerce tactics within a physical commerce retail space and injecting its wealth of customer data into its Hema stores, Alibaba has created a seamless omnichannel retail experience. Using the Hema and Alipay apps while shopping in the store, Alibaba is engaging customers every step of the way.

As more brands look to create a personalized shopping experience, China’s e-commerce market—particularly Alibaba’s reverse retail strategy—should serve as a shining example that retail isn’t dead. In fact, when brands take note of Alibaba and seamlessly integrate the digital and physical commerce worlds, the commerce opportunity is massive. 

This is an excerpt from an article originally published in eContent on April 16, 2018. Read Wanda’s full take on the Chinese commerce market.

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