China possesses a population of over 1.3 billion people; of these, there were 632 million internet users in China by the end of 2014 – this is approximately half the population of China and three times the number of internet users in South-East Asia.
The share of internet users in China now equals 46.03% according to the state-administered China Internet Network Information Center (CNNIC).  Trends also suggest that internet use in China is set to experience further growth in coming years.
E-commerce is well developed in China today, and is predicted to account for around 10% of total retail purchases by the end of 2015, in contrast with 6 to 8% in Europe. Furthermore, a study undertaken by KPMG predicts that as wealth, internet penetration, brand awareness and loyalty spread, online retail in China is also set to expand.