Trust heavily influences Chinese consumers’ shopping! Advertising is no longer accepted at face value and Chinese consumers have become wary, looking towards those people they trust for advice. With online shopping in China also becoming a highly social activity, Alibaba Group insists it is no longer an ecommerce business, but a social commerce business! Their mobile shopping app Mobile Tabao boasts 369 million monthly active users and involves 5 million users sharing content with their friends. Alibaba have encouraged bloggers, writers and online figures to share on the app. China’s widespread adoption of smartphones and the reach of the mobile internet has undoubtedly contributed to the growth of social commerce by making participation easy, ubiquitous and dynamic.