Shoppers use online and offline resources

Today's Chinese online shoppers prefer to turn to both online channels and offline channels for product information when shopping online, according to Nielsen's recent Online Shopping Behavior Research Report.

"The newly evolving O2O (oneline to offline) mode makes the Internet a front desk of offline transactions," said Tao Libao, vice-president of E-commerce Solution at Nielsen Greater China.

"Consumers first go to offline retail stores to choose the products, and then move online to order, make a purchase and then get the products delivered home, which helps manufacturers and retailers quickly expand their business scope from offline to online," Tao said.