Ecommerce is big in China, but not nessessarily amnong luxury brands. This is perhaps mostly due to the nature of luxury brand products which are generally very expensive than the average ecommerce purchase, and difficult to fully appreciate from viewing pictures online. However, while investment and growth in ecommerce has been slower than other industries, luxury brands are steadily increasing their investment into ecommerce over time as the sheer size of China and the limited reach of retail stores demands new strategies for the modern marketplace.
Growth in ecommerce for luxury brands has plateaued since 2015. However its projected to grow as competition and demand increases.
Brand’s tend to use their own websites for ecommerce transactions. This is likely due to the number of fake products being sold in China. Customers can trust they’ve purchased real goods when buying from a luxury brand’s official website. Due to the popularity of WeChat, WeChat Shops have seen a recent huge jump in adoption. Though this is usually for sale of limited availability items during special campaigns, WeShops may eventually become more permantent ecommerce destinations for many brands.