While navigating the brave new world of online shopping, China should strike a balance between embracing the future and preserving the traditions that enrich its cultural fabric.
China’s express delivery development index for June came in at 433.7, up 18.4 percent year on year, the State Post Bureau said at a press conference on July 12, 2024.
In the bustling streets of China, a quiet revolution has taken place, reshaping the way people shop and interact with the market. E-commerce has emerged as a dominant force, offering a plethora of products and services at the fingertips of tens of millions. From the tiny needle to the grandest household appliances, from branded shoes to fresh fruits and vegetables, everything is just a click away.
What fueled this meteoric rise of e-commerce in China?
Convenience of Click-Shopping
One of the primary reasons lies in the fast-paced lifestyle of modern Chinese society. With people leading increasingly busy lives, the traditional brick-and-mortar shopping experience has become impractical. Who has the time to navigate crowded markets when a few taps on a smartphone can accomplish the same task? This shift in shopping behavior has been accelerated by the closure of many roadside shops and markets, unable to compete with the convenience offered by online platforms like Taobao, Tmall, JD, and Pinduoduo, as well as the digital stores of major retailers.
But convenience alone doesn't explain the phenomenon. The allure of free shipping, even for the most inexpensive purchases, has conquered Chinese consumers. The mystery of how couriers manage to deliver orders at little to no cost only adds to the appeal. With shipping expenses out of the equation, online shopping becomes not just convenient but financially attractive as well.
Moreover, the sheer abundance of choices available online is staggering. From thousands of sellers offering similar products to niche items catering to specific tastes, consumers are spoiled for choice. Besides the e-commerce giants, almost all major retailers have embraced online shopping, some even shuttering their physical stores in favor of digital ones. With just a few clicks, consumers can compare prices, read reviews, and make informed decisions, all from the comfort of their home.
Pay with Confidence
Central to the success of e-commerce is the robust online payment system, led by giants like Alipay and WeChat Pay. These platforms offer secure transactions and protect consumers' rights, instilling confidence in online shopping.
Furthermore, the efficiency and reliability of Chinese e-commerce portals is second to none. Unlike their Western counterparts, which often leave consumers waiting for days, Chinese platforms handle claims and refunds within a few minutes or hours, providing a seamless shopping experience.
China’s express delivery industry deserves more attention. It's remarkable how quickly online shoppers receive their products, often on the same day or within two to three days, even when shipping from other provinces. Companies like Shunfeng, ZTO and Yunda rush round the clock to satisfy their customers. Their delivery personnel can be seen navigating traffic with skill and precision in busy streets and narrow alleys. This efficiency is particularly impressive compared to that of most Western countries.
Besides, the shopping portals are very convenient to use, and the management and customer service are excellent, especially when it comes to returns and refunds. The process is hassle-free. Most stores offer returns without requiring a reason, enhancing the customer experience.
Death of a Cherished Ritual?
However, amidst the convenience and efficiency of online shopping, a poignant reality has emerged. The charm of traditional shopping, once a cherished ritual, is fading away. For senior citizens and retirees, a trip to the market was not just about buying groceries but also about social interaction. The opportunity to take a walk, meet friends, and engage in conversation was integral to their well-being. Similarly, for children, the sensory experience of seeing, touching, and feeling objects in real life is irreplaceable.
The convenience of online shopping may be eroding these cherished moments, leading to a more sedentary lifestyle and potential health issues. As parks and walking tracks multiply, there remains a need to preserve traditional markets, especially those selling fresh produce. These markets not only promote physical activity but also offer psychological benefits, fostering a sense of community and connection that is increasingly rare in today's digitized world.
The rise of e-commerce represents a paradigm shift in shopping habits, driven by convenience, choice, and technological innovation. But while it offers unparalleled convenience and efficiency, it also poses challenges to traditional modes of commerce and societal well-being. As China navigates this brave new world of online shopping, it must strike a balance between embracing the future and preserving the traditions that enrich its cultural fabric. Only then can it ensure that progress is not achieved at the expense of human connection and vitality. 
Mazhar Alam is a Pakistani anthropologist living in Beijing since 1993.
