A growing number of retailers decide to tiptoe into the e-commerce scene in China - instead of...

|By:, SA News Editor

A growing number of retailers decide to tiptoe into the e-commerce scene in China - instead of littering the landscape with brick-and-mortar stores. Neiman Marcus and Macy's (M) are leading the charge by setting up partnerships with local online players to create data sets on the buying patterns of Chinese shoppers. Analysts applaud the cautious approach with two unassailable headwinds hitting the plans of retailers to storm China: 1) U.S. brands aren't well-known; 2) The average online transaction runs at about the equivalent of $31.