China: leading e-commerce platforms for purchasing luxury goods 2023

According to a survey on luxury goods purchases in mainland China, around 56 percent of surveyed online luxury shoppers bought items through JD.com in the past 12 months as of January 2023. At the same time, around 53 percent of respondents purchased luxury articles through Tmall, Taobao, and Luxury Pavilion. The local e-commerce websites provided a better experience for the customers in terms of user interface design and customer service.

Leading e-commerce platforms used by consumers to buy luxury goods in the past 12 months in China as of January 2023

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Release date

March 2023

More information

Region

China

Survey time period

December 2, 2022 to January 4, 2023

Number of respondents

2,000 respondents

Special properties

among consumers from mainland China

Method of interview

Online survey

Supplementary notes

Original question: In the past 12 months, from which e-commerce platforms have you purchased luxury goods?

The average annual household income among the respondents was 1.402 million yuan. One yuan equals 0.14 U.S. dollars and 0.13 euros (as of June 2023).
The average age of the respondents was 37.2 years.
The survey was conducted among 55 percent female and 45 percent male respondents

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