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China's E-Tailing Blossom: A Case Study

E-tailing has a dynamic ecosystem different from traditional retailing. To the best of our knowledge, there are few case studies scientifically grounded yet practical. Nonetheless, this is the authors’ goal with this book chapter. A case study of China’s e-tailing is needed because China is the largest emerging market as well as the largest e-retailing market in the world. Moreover, e-tailing provides one of the most effective ways for foreign retailers to enter China’s impressive retail market. This case study will explore the underlying reasons for the success of China’s e-tailing market by investigating the elements of China’s e-tailing ecosystem. This study will further investigate the major players in China’s e-tailing market, with a focus on the Alibaba Group, China’s largest e-tailing company. This study will address Alibaba’s e-tailing strategies and practices by comparing Alibaba and its major domestic and global competitors (e.g., Amazon).