Competition is fierce in the e-commerce business - so much so, that the various shopping platforms are not only trying to beat each other, but also the customers. Limitations such as high costs, length of time for delivery or just general inconvenience put many customers off purchasing a product they really desire. This is something that hasn't gone unnoticed in the business and, as CGTN's Xing Ruinan explains, the online retailers are fighting back.

Beware! They're coming to get you. E-commerce platforms are learning how to entice you to spend more. They're knocking down barriers, and drawing you ever closer to the producers and suppliers. You've now got easier and quicker access to your favorite products and services, whether you like it or not. For instance, the new "Wang Hong" product - or the current Internet sensation when it comes to food - is a baby lotus root. However, its drawback was that it lost much of its distinctive allure during shipping, so they were very difficult to find online.

FARMER "We looked for them for a few hours per day, but they're so hard to get."

Not anymore. E-commerce platforms recognised they were in hot demand, so they worked to make the delivery process more efficient. The farmers concentrated on the supply-side whilst the shipping went airborne.

HUANG YIFAN FRESH PRODUCT PURCHASING MANAGER, FRESH HEMA "According to our calculations, the cost for air transportation has been lowered by a third. The entire supply chain used to be ten days on the road. Our sales have grown and by working with us, our income from production has increased."

That was just about enough to draw in thousands of baby lotus root lovers.

RESIDENT "It is pretty tasty. I love it."

RESIDENT "It goes well with vinegar."

RESIDENT "I've never seen this before. I bought some. My parents and kids are in love, so I come back for it."

And this isn't just a trend for fresh products either, but also electronics. When you're browsing certain products online, the platforms are able to recommend the most convenient place to make the purchase.

JING JIE TMALL "This is a structural reform for consumer spending in cities."

With an increasing amount of options at the dinner table, these platforms are giving you more and more incentives to spend. So, hold your wallet tight, or you might lose the fight. XRN, CGTN.