In this day and age, across nearly all continents, shoppers want options when they decide to make a purchase. Some individuals continue to prefer walking into a store to complete a transaction, while an ever-growing contingent would rather take to the Internet to find what they're looking for. This could mean anything from using a mobile device to visiting a website from a traditional desktop PC. 

In China, recent reports have suggested that despite the already sizable population that uses the Internet to shop, consumers still want more integration with the purchasing experience. According to the Wall Street Journal, Chinese customers are always searching for "a 'total retail' experience" when they boot up their computers.

"It is critical [for retailers] to bring the benefit of ecommerce, Online to Offline [O2O] in bricks-and-mortar environment and use of social media together to create more engaging shopping experiences," PricewaterhouseCooper's China consulting division partner Dr. Colin Light told the news source. 

Retailers across the globe should consider leveraging ecommerce software in order to make sure that they're always providing the best experience possible to their customers.

This is particularly true in China. ClickZ, citing data from the Fung Business Intelligence Centre, revealed that China represents the second largest retail market in the world.