Five trends driving China's e-commerce surge(3)

4. Rural gurus

The report shows that despite lower Internet penetration, over 60 percent of rural digital consumers shop online, making them just as active as their urban counterparts.

"Some of China's leading retailers are moving fast to exploit this trend, creating county-level operations not just to facilitate the transport of goods to rural areas, but also to speed the journey of farm produce to the cities," said the report.

The survey shows 25 percent more rural shoppers, compared with dwellers in the first- and second-tier cities, feel more "empowered" and see themselves as "online gurus" who are eager to be the first to try out new products.

5. A "hungry" digital nation

Packaged and fresh food tops the carts among online shoppers, with average 34 times a year, compared with 22 times a year for apparels, according to the survey by McKinsey.

About 40 percent consumers buy food online, in contrast to just 10 percent of their US counterparts, said the report, thanks to improved delivery service. Forty percent retailers offer same day or next day delivery, up from 29 percent in 2011.

"The way to the Chinese digital consumer's heart appears to be through their stomach, and addressing this important basic-need category will be critical to drive stickiness and frequency to e-commerce sites," said the report.