In the first six months of 2019, Shanghainese spent 589.4 billion yuan on online shopping, an increase of 29.8% year-on-year. They spent 77.3 billion yuan during the "618" online shopping festival, ranking Shanghai first among all cities in China.

According to the municipal commission of commerce, in the first half of 2019, Shanghai's e-commerce continued to maintain double-digit growth of 16.9 percent, with transactions reaching 1.53 trillion yuan.

Over the past years, new concepts, technology and business models have been springing up in the city’s e-commerce industry, like e-commerce via social media, community e-commerce, and unmanned retail e-commerce. The business patterns of many new e-commerce platforms like Pin Duo Duo and Hema Fresh have been recognized by the market.

Behind the craze of consumption lies the diversified promotion by e-commerce enterprises. In recent years, in order to build the "Shanghai Shopping" brand, the launch of new products and stores have formed a sound business environment in Shanghai, thus contributing to the unprecedented development of various "e-commerce festivals". During this year’s "618" festival, e-commerce giant Tmall launched 1.5 million new products from home and abroad. More than 90% of the core brands of JD have released millions of new products. Driven by the "new brand plan", Pin Duo Duo achieved more than 1.1 billion orders, with GMV (Gross Merchandise Volume) increasing by more than 300% year-on-year. In addition, new products released by both old and new brands have also contributed to the new growth points of consumption. Pin Duo Duo, for instance, launched a "new e-commerce plan for time-honored brands" by collaborating with several time-honored brands in Shanghai, and 443 million Pin Duo Duo users have greatly activated the new momentum of time-honored brands.

As of June 12, the overall sales volume of time-honored brands increased by 320% year-on-year. White Rabbit and Scent Library jointly launched the White Rabbit Perfume Gift Bag, with the order amount increasing by 55% year-on-year. Due to its tile-shaped appearance, the sales of Zhong Xue Gao's Internet-hit ice cream in 5 minutes surpassed the whole-day sales of last year, with a year-on-year increase of 534% in one hour. Shanghai’s specialty products have also been popular, with orders from Shen Da Cheng up more than 86% year-on-year.