Not exactly where you’d imagine e-commerce to be booming, but rural China has embraced online retail platforms for cheaper supplies and extra income. EPA/Micahel Reynolds

The social side of e‑commerce: lessons from rural China

Every year, for the foreseeable future, another 30 million Chinese will go online to shop, according to a new Boston Consulting Group report. Pushed by a government-subsidised rollout of internet – and…

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