网购 (wǎnggòu) is not just the Chinese equivalent of “online shopping”; it's a cultural phenomenon that has fundamentally reshaped Chinese society and its economy. While online shopping is common in the West, the Chinese wǎnggòu experience is on a different level of scale, integration, and speed. The key difference lies in its mobile-first ecosystem. Almost all wǎnggòu happens on smartphones through “super-apps” like Taobao, JD.com, and Pinduoduo, which seamlessly integrate social media, live-streaming, mini-games, and instant payments (Alipay/WeChat Pay). This contrasts with the more desktop-centric origins and often slower logistics of Western e-commerce. The expectation for delivery speed in China is incredibly high, with same-day or next-day delivery being the norm in major cities, a service powered by a massive and hyper-efficient network of 快递 (kuàidì), or express delivery, companies. The ultimate expression of wǎnggòu culture is the 双十一 (Shuāng Shíyī) or “Singles' Day” festival on November 11th. Started by Alibaba, it has become the largest 24-hour online shopping event in the world, dwarfing Black Friday and Cyber Monday combined. It embodies the modern Chinese consumer's embrace of digital life, efficiency, and a good bargain.
网购 is used constantly in everyday conversation, both as a verb and a noun.
The connotation of wǎnggòu is overwhelmingly neutral to positive, associated with convenience, variety, good prices, and modernity.