Female online shoppers, Taobao agent which contributed to over half of the domestic consumption revenue, have always been seen as the great driving force of e-commerce in China. However, men sometimes had even more purchasing power over some products, such as clothes, digital products, sports equipment and so on.
Data of Nanfang Metropolis Daily and Gome showed that clothes of male online shopping consumption in Shanghai accounted for the highest proportion of total transaction value, followed by Nanjing and Suzhou.
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