In-store shopping will continue to dominate Chinese luxury spending, according to a report from The Business of Fashion. Whilst the online share of luxury spending has increased in the past decade, over 80% of the country’s luxury sales are predicted to take place in-store in five years.

The arrival of new brands, new stores and flagship stores in China’s Tier 1, 2 and 3 cities have succeeded in attracting high-spending local customers.

These customers are predicted to increase their luxury spending within the mainland. This is a shift in shopping habits, as many would previously prefer to shop abroad, in Hong Kong or Europe, for example.

At the same time, digital sales channels will be of increasing importance. Online is a key part of the customer journey, especially for product discovery and research.