In the era of the Internet economy, consumers have become the dominant market economy. How to understand the needs of consumers has become the primary issue in the reform of the retail industry. Retail e-commerce needs to meet the shopping needs of consumers anytime and anywhere, including omni-channel and multi-scenario shopping needs, full-process shopping experience, user interaction experience, operation management under new technologies and innovative marketing activities etc. In recent years, China's e-commerce has developed rapidly and the e-commerce industry has gradually reached new heights.

In the era of high-speed interaction of big data and information, the rapid expansion of outlets and information sharing have become the top priorities of the retail industry. The domestic e-commerce market is close to saturation and cross-border e-commerce is opening up new markets.