Despite the time difference between China and Europe, Chinese online businesses were abuzz about Italy's tight defense against Spain in June 8, in the Euro 2012 championship as die-hard football fans stayed up late for the match.
As fans all over the world celebrate the championship in a great global party, e-commerce retailers are embracing the football spirit, doing a roaring trade in colorful national flags, kits and trophies.
"The results might determine which national flag we should keep more of in stock," said Xie Hui, an online vendor on Taobao.com. Xie`s online store is an array of tournament merchandise, ranging from classy to kitschy, and from cheap to cheekily expensive.
"Anything with a number 7 on it is selling like hot cakes," he said referring to the shirt worn by Portuguese star Cristiano Ronaldo. "Every time we replenish the stock, the next morning we`re sold out by 11 am," he said.
The term "European Cup" was firmly on Taobao's list of "hot topics" by Monday, with the search term showing up more than 54,000 times.
Sales of football kits across the Web have rocketed, as avid fans tend to wear the same jerseys as their favorite teams.
Kits for the Spanish team have been the biggest seller, with more than 5,000 being sold in the past month, according to Taobao. Sales of German, Italian, French and Portuguese kits all topped 3,000.
Pinlive, a beer and snacks retailer on Tmall.com, China's biggest business-to-consumer website, saw its beer sales surge as the event drew near, up to five times the normal level.
Foosball, also known as table football, until recently a rarity in China, has grown in popularity among online buyers, including the many bars across the country, having become a game-changer for many bars.