BEIJING -- Transactions in China's booming online business-to-consumer (B2C) market reached 157.2 billion yuan ($25.6 billion) in the second quarter this year, according to a report released Wednesday by Analysys International.

The number represents an 82 percent increase from the same period last year. B2C sales bounced from a mild first quarter as promotions by major e-retailers spurred consumption.

Competition in the fresh produce segment of China's B2C market turned fierce in the second quarter. Companies with bricks-and-mortar chain stores are more likely to succeed in the segment, the report said.

It also noted cross-border e-commerce made a breakthrough as Beijing-based e-retailer Lightinthebox went public on June 6 on the New York Stock Exchange.

The internet research company also estimated B2C sales during July-September period would grow by 65 percent from the second quarter as retailers continue their aggressive sales push.