As dominant as Amazon’s position as the leading online retailer is in most western countries, the Seattle-based company has yet to crack the Chinese market. According to iResearch China
, a Chinese market research company, Amazon’s market share in China amounted to less than 1 percent in 2016.
China’s B2C e-commerce market, which is about the same size as the U.S. market by the way, is clearly dominated by Tmall, Alibaba
’s business-to-consumer marketplace, which accounted for 56.6 percent of sales in 2016.Amazon
made its ambitions for China clear when the company acquired Joyo
, China’s largest online book seller at the time, for $75 million in 2004. Joyo.com was moved to Amazon.cn and renamed Joyo Amazon in 2007 before dropping the old name altogether and being rebranded as Amazon China in 2011.