Five trends driving China's e-commerce surge(2)

2. Showrooms: Good for window shopping only?

The survey shows that a showrooming effect, where shoppers browse in stores but buy elsewhere, has become particularly intense. Only 16 percent customers, among those who have Internet access, bought electronic goods at physical stores.

To retain sales, more brands are choosing to collaborate with online shopping platforms and place QR codes next to their products and sending customers digital coupons and daily tweets.

"Given the increasingly drastic effects of showrooming, we expect some retailers to go so far as to reduce the number of physical stores in 2015, focusing instead on differentiation through quality offline services and offline-to-online conversions," said McKinsey.

Digital engagement can also help retailers get to know their prospective buyers, according to the report.

3. O2O: Even bigger than you think

The survey shows that Chinese consumers are embracing O2O at an even faster rate than previously expected, as 71 percent of consumers are already using O2O services, and one third of those who haven't used claim they would like to try in the coming six months.

Heralded as a game-changing trend in Chinese e-commerce, O2O are expected to draw the most market demands in entertainment, healthcare, and housing and motorservices.

"To capture the ever-experimental and fast-learning Chinese consumers, companies will need to expand their O2O offerings and find innovative ways to engage and serve their customers in a multichannel fashion," said the report.