More than half of the value of Chinese e-commerce is driven by mobile, and global brands in the country are adapting their strategy accordingly. L2’s Digital IQ Index: Beauty China finds that the adoption of mobile-optimized sites by beauty brands has more than doubled year-over-year in 2015, driven mostly by foreign brands. Seventy percent of Western brand in China support mobile-optimized sites while 48% of Chinese brands rely on the desktop experience. Among those sites, few have used responsive design as a path to optimization and have less sophisticated sites as a result.
A look at the mobile site features of Beauty brands in China shows a jump in sophistication in the past year, especially in e-commerce. The number of brands offering e-commerce on mobile sites has more than doubled. And Biotherm, Clinique, Estée Lauder, Innisfree and L’Oréal Paris further encourage on-the-spot purchases with offer mobile-exclusive offers.