Zhejiang province, an e-commerce heartland and foreign trade hub in East China, reported a robust increase in online retail sales in the first 11 months of this year.

Zhejiang's online retail sales reached 19.81 trillion yuan ($302 billion) over the 11-month period, up 13.3 percent year-on-year, according to the province's Department of Commerce.

The online consumption of residents in the province stood at 985.78 billion yuan, up 11.3 percent year-on-year.

In the first 11 months of this year, apparel, shoes and bags, home decorations, and digital products were the top categories that pocketed the biggest market share of online sales in Zhejiang, accounting for 30.7 percent, 20 percent, and 15.2 percent respectively, accounting for 65.8 percent of the whole.

The export value of retail sales through cross-border e-commerce in the province reached 91.16 billion yuan, up 28.9 percent year-on-year, among which Jinhua, Hangzhou and Ningbo ranked as the top three, accounting for 81 percent of the province's online cross-border retail sales.

Meanwhile, the retail imports of cross-border e-commerce rose 33.4 percent to 33.9 billion yuan, driving up the province's import growth by 1.2 percentage points.

Zhejiang established seven more comprehensive cross-border e-commerce pilot zones this year -- Wenzhou, Shaoxing, Huzhou, Jiaxing, Quzhou, Taizhou and Lishui.

Cai Jingwen in Hangzhou contributed to this story