Industry insiders says online buyers of such foodstuffs are mainly aged between 25 to 40, with white-collar women in their 30s accouting for most of the sales because they are economically secure and tend to care more about culinary quality.

Zheng Xiaoqing, a 60-year-old retiree in Beijing, said: "No matter how fresh and convenient it is, that's for young people. We are not conscious of shopping online and don't have the habit. When it comes to fresh produce, I believe in what I see, touch, and smell, and in the process of selecting those foods in person at the market. Shopping for groceries is part of my daily routine."

Tian Xiaoshu, a chef who owns a small restaurant in Beijing, says: "I think that only families will try to buying fresh food online because their demand is not large. I, and probably other restaurant owners, already have established regular suppliers at local markets."

However, Jiang Jian, 33, went online for almost everything for his recent housewarming dinner party. "I ordered most of my party food at benlai.com, including chicken wings, beef, scallops, and lobsters. The lobsters were half the price of those in the shopping malls, and they arrived live and on time."

Wang Pin, an avid foodie from Beijing, says: "I buy lots of imported produce and seafood online, such as US-farmed pork, Thai fruit, and Norwegian salmon, which I can't find in the local market."

"I can have a quick glance at the product descriptions on the website. I can book my delivery time. Once the goods arrive, I also can open the package and inspect the items on the spot. Why not? It saves time and the cost of travel between home and the market. Plus, I usually get off work late in the evening when the produce in the supermarkets is no longer fresh."