Smartphone and tv sales online have declined, while the contribution of in-store purchases has increased. The return of the in-store expertise is attributed to premiumization and narrowing price gaps between online and offline channels. On the opposite hand, e-commerce continues to thrive for fast-moving shopper goods due to fast commerce platforms. FMCG firms are seeing a 3-5% improve in e-commerce contribution, with alternate channels accounting for a quarter of whole sales. While the trend favors fast commerce for necessities, discretionary purchases like attire and electronics are correcting after a surge in online gross sales in the course of the pandemic. Alibaba (1688.com) is a widely known brand of world inter-enterprise e-commerce.
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