What is the hot new “Boundaryless Retail” trend?

Chinese consumers are quickly adapting to buying groceries online for immediate delivery from local offline stores, according to a new joint study conducted by JD, Walmart, Tencent and JD Daojia. In China, where over 15% of consumption takes place online, compared to just 9% in the US, consumers have been faster to embrace online grocery shopping.

Over 67% of Chinese consumers actively use services like JD Daojia, which can deliver goods from local offline shops, including Walmart, to customers in under an hour.

An increasing number of online shoppers in China view a guarantee of product authenticity as the most important factor when buying goods, with price often viewed as secondary in importance to considerations like product variety, speed of delivery and after-sales service.

Consumers carefully consider purchases that can improve their lifestyle, reflect their individuality and be delivered in a convenient way that fits in with their busy modern lives.

Omnichannel integration in the Chinese supermarket industry is expected to be a major trend going forward, as online and offline players in the industry are increasingly combining resources to meet the diverse needs of modern-day shoppers: bringing together the convenience and diversity of online shopping with offline retail’s immediacy of service and superior user experience.

Boundaryless Retail is a reality gaining in popularity as “The increasingly diverse needs of consumers require a correspondingly dynamic approach” said Kenny Li, VP of JD.com.