Emerging markets: The virtual shopping mall

Taobao.com is a C2C site with a 97.6% share of the Chinese ecommerce market. But B2C is growing online in China much faster than C2C, achieving recent annual growth of 120%-150%.

Emerging markets: The virtual shopping mall

Kitty Lun Lowe

China's eBay, Taobao, has evolved its C2C e-commerce business into a separate B2C site. TMall is a platform for 30,000 brands, many of which have developed as purely online offers

Online shopping has become a way of life for Chinese internet users. With a vast ocean of products, often offered at super-low prices, online shopping's positioning statement is: “Whatever you imagine, you can find online.” Internet users enjoy the shopping journey, discovering all kinds of things online.

Chinese e-commerce turnover reached RMB200bn ($35bn) in 2010 and is predicted to grow...

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