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How e-marketplace sellers configure platform-based functions to increase sales

An equivalent of over US $887.40 billion of online retail transactions took place via e-marketplaces in China in 2017, rising 29.6 per cent from a year earlier according to iResearch 2018. The growth of e-marketplaces has been accompanied by increasingly intense competition among sellers on transaction platforms. For instance, more than nine million sellers are competing on Taobao, China’s dominant e-marketplace. Hence, it’s a big challenge for these sellers to compete and enhance sales performance in an emerging, yet crowded and competitive e-marketplace.