A study by PwC has concluded that “it is almost impossible to distinguish between ecommerce and social media in China today”. The study found that Chinese consumers’ shopping habits are strongly influenced by online celebrity endorsements. 29% of Chinese internet users use social media to find out which brands and products are endorsed by celebrities and social media influencers. This is substantially higher than the global average of 13%. Furthermore, 41% of Chinese consumers said that they used social media to get promotional offers, compared to 34% globally. It was also found that 52% of Chinese mobile users buy items using their mobile on a daily or weekly basis, way more than the global average of 14%.