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Number of millions of shoppers estimated to have bought wine online at Alibaba, during the company’s 9-day fall sales festival which ends today. According to China Business Network, 47 percent of wine purchases in China are made online. The average age of an online customer is 24, and a majority are women. According to CBN data, such customers are said to be motivated by “fashionable lifestyles and products that may have a beauty effect.”

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