Beijing resident Xu Na likes buying frozen seafood from authorized online shops of famous brands.

"I'd never thought that I can be a good cook. But now I can provide a huge meal with seafood for my family and friends from time to time," Xu said joyfully. "It (frozen seafood) is very convenient. The quality is the same as that sold at supermarkets."

There are other benefits too. She receives the goods in good time, usually a day after placing the online order.