Five trends driving China's e-commerce surge

5. A "hungry" digital nation

Farmers of Dongshan county, Jiangsu province, pick red bayberries which will be sold online in packages, Jun 21, 2013. [Photo/IC]

Packaged and fresh food tops the carts among online shoppers, with average 34 times a year, compared with 22 times a year for apparels, according to the survey by McKinsey.

About 40 percent consumers buy food online, in contrast to just 10 percent of their US counterparts, said the report, thanks to improved delivery service. Forty percent retailers offer same day or next day delivery, up from 29 percent in 2011.

"The way to the Chinese digital consumer's heart appears to be through their stomach, and addressing this important basic-need category will be critical to drive stickiness and frequency to e-commerce sites," said the report.