Plagued by poor transport and less purchasing power, rural buyers remained mostly untouched by the wave of online shopping that swept across China in recent years. However, the situation is changing as the burgeoning market in villages has shown great potential and intrigued the country’s major e-commerce businesses.
China’s leading e-commerce giants have stepped up expansion of online retail business in rural areas in hopes of tapping the new territory to offset a saturated urban market.
JD.com Inc, a Nasdaq-listed firm, announced they would set up a county-level operating centre in Guangdong Province. The move followed the e-commerce giant’s decision to open a physical shop in a small county in north China’s Hebei Province in November to help farmers purchase home appliances via its online shopping store.
