But so far, China’s e-commerce companies have struggled to persuade top international luxury brands to sell on their platforms. Luxury companies have long been concerned that with e-commerce, it would be impossible to replicate the gilded, perfectly curated in-store shopping experience. Brands also worry about their products being sold next to counterfeit and gray-market items — an issue that Alibaba in particular has struggled with in the past.

Still, there is no ignoring the reality that Chinese consumers love shopping online. Chinese shoppers spent $758 billion online last year — more than the United States and Britain combined, according to official data, buying everything from toilet paper to luxury cars.

“The brands are finally starting to intellectualize the fact that to succeed in China, they need to go online,” said Alexis Bonhomme, co-founder of CuriosityChina, a Beijing-based digital marketing and tech company that works with luxury brands. “The bottom line is they need new revenue channels and e-commerce is a real revenue channel.”

Some brands have already made the leap. Burberry in particular has led the push into e-commerce in China, opening a flagship store on Alibaba’s Tmall platform. Others, like the Hong Kong jeweler Chow Tai Fook and the Swiss watch brand Tag Heuer, have stores on JD.com.

To appeal to brands, e-commerce companies offer to increase efforts to crack down on counterfeits.

“One of our goals was to clean up the e-commerce market so we could ensure that anyone who bought online was buying a real Tag Heuer,” said Leo Poon, general manager of Tag Heuer in greater China. “So far it’s been working and we’re seeing sales picking up.”

But for more high-end luxury brands, increasing the anti-counterfeit effort is not enough.

“Luxury brands are control freaks,” Mr. Bonhomme of CuriosityChina said. “They want complete control over everything.”