Chinese businesses need to look beyond customer interfaces and consider how mobile and social technologies can be integrated in the organization itself.

PwC research shows Chinese businesses are leaving value on the table and are under-represented when investing in these Internal digital solutions.

Strong partnerships between IT and marketing departments are needed to build digital solutions that are operationally feasible, economically viable and desired by users.

To move from strategy to execution and turn plans into action, companies need to find a way to fill the digital skills gap in China.

PwC's Digital IQ survey revealed one crucial element to close the skills gap is to foster a new way of working, with more flexible, cross-functional and multi-disciplinary teams that are often assembled (and subsequently dissolved) to solve a discrete customer outcome and measured with key performance indicators that are different from the traditional business.

Many Chinese businesses might also need to bring in entirely new talent. For many traditional businesses just beginning to grapple with e-commerce, these specific skills are unlikely to be found in-house.

Colin Light is partner and digital consulting leader, while Tom Birtwhistle is manager, digital strategy at PwC China & Hong Kong.

E-commerce law being drafted

The booming online shopping market will soon be covered by the legal system, with a draft of China's first e-commerce law expected to be completed during the second half of this year, the Economic Information Daily reported on Wednesday.

It said that "relevant organizations" aim to have an outline of the law by March. After consulting with government departments, e-commerce companies, industry associations and experts, the draft law is expected to be submitted to the Financial and Economic Committee of the National People's Congress, the top legislature.

Existing laws can not keep pace with the rapid development of the country's e-commerce sector. There are challenges in online transaction security, intellectual property rights protection and the protection of consumers' rights.