China’s online marketplace has rapidly evolved since the launch of Alibaba’s Taobao over a decade ago. The economy has settled into single digit growth, upper tier cities have become even more WOM responsive, and rural China more resourceful in self-learning and discovering brands. Established e-commerce platforms like JD.com & Taobao are facing increasing competition from new players such as Douyin, Pinduoduo and Little Red Book (Xiaohongshu). The pervasive influence of word of mouth and instant gratification has led to a rise in ‘casual shopping’ Influencer led recommendation are forcing China’s largest e-commerce platforms to find new ways to support brands’ DTC e-commerce presence. Traditional commerce frameworks and approaches are being challenged, and new brands are challenging established players.

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