Online and convenience stores in China are enjoying strong momentum while supermarket growth continuously slowed and hypermarket sales even declined according to Kantar Worldpanel.

Chinese shoppers’ online purchase have expanded to wider range of categories and more imported goods. Imported FMCG items are four times more likely to be purchased online than in physical stores according to the report by Kantar.

The online sales of FMCG goods in China grew by 36.5% in 2015 from a year ago. In 2013, 40% of online sales growth comes from switching from offline channels. It jumped to 47% in 2015.

Among China’s top 10 convenience retailers, only FamilyMart and 7-Eleven have a national footprint across Tier-1 cities, with the others still maintaining a regional focus.

Growth of the number of China’s top convenience retail outlets 2013-2015