The Transformation of E-Commerce in China: Platform Innovation and the Rise of Live Commerce

This dissertation investigates the evolution of e-commerce in China. It tracks the trajectory from the early online transactions to the current platform-based digital economy. The initial section introduces the prevalent e-commerce models: B2B, B2C, and C2C. It also presents the most significant drivers of China’s success. They include mobile payments, digital infrastructure, friendly policies, and evolving consumer behavior. The second section investigates three leading platforms: Alibaba, JD.com, and Pinduoduo. It compares their strategies, technologies, and user strategies also with the aim of shedding light on the transformation of China’s e-commerce market. The final section investigates live-streaming e-commerce, focusing on the impact of entertainment and real-time interaction.