China's e-commerce market is projected to surpass that of the United States this year to become the world's largest. Chinese e-commerce as grown at an average rate of 71 percent from 2009 to 2012. Its total size is expected to reach $539.07 billion by 2015 according to a recent report by Bain & Company. "It's a massive change. It just means you need to be on the web, whether you like it or not," said Serge Hoffmann, a partner at Bain & Company and co-author of the report, "whether you're an online player or an offline player, you need to have a meaningful, credible presence on the web."