News that Ikea is rolling out an online shopping platform in China – its first in the Asia-Pacific region – could be a sign that Western retailers are at last reacting to rising costs and shifts in consumer shopping behaviour.

宜家(Ikea)即将在中国推出在线购物平台，这将是其在亚太地区的首个电子商务平台。这一消息可能表明，西方零售商终于要对中国市场上经营成本上升、消费者购物行为发生转变做出反应。

But what has taken them so long?

但它们为何花了这么长时间才有所行动？

Despite operating online models successfully in the UK and other parts of Northern Europe, it has taken Ikea seven years to get to a similar point in China.

尽管在英国和其他北欧国家成功运营着在线购物平台，但宜家花了7年时间才在中国推出电商平台。

With stores in major cities including Shanghai and Beijing, Ikea has followed a similar strategy to many other Western retailers; investing in bricks and mortar outlets in China’s thriving tier 1 and 2 cities.

宜家在包括上海和北京在内的大城市开设了店铺，奉行与其他许多西方零售商类似的策略：在中国蓬勃发展的一二线城市投资建设实体门店。

However, consumer demand has been growing right across China and while rising costs remain an issue, Western retailers urgently need a strategy to develop this market potential.

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