Mobile commerce has been an area of intense focus in recent years. According to a recently published report by iResearch, China mobile commerce reached USD 37 Billion in 3Q2014, surpassing overall ecommerce growth of ~50%YoY over the same period. During the quarter, mobile GMV accounted for ~33.4% of total online shopping GMV, some 2.8ppt higher than that in 2Q14. We attribute the robust growth in mobile commerce mainly to a growing profusion of mobile devices in China and an accompanying rapid evolution in buying behaviors. We envision an ever-growing mobile