Over the past decades China gained the reputation of being the world’s factory, focusing solely on manufacturing exports. This is about to change. The role of e-tailing is tremendously important in the context of the Chinese government’s stated goal of relying less on exports to the recession-stricken West and focusing more on domestic consumption as a driver of further economic growth. This growth is largely underpinned by China’s online population, which is currently the largest online population worldwide.This book is the first in a series aimed at assisting Western entrepreneurs, SMEs (small & medium-sized enterprises) and investors to understand and ideally enter the Chinese market.

The present volume is designed to work as a step-by-step guide to the online marketplace environment in China. E-Commerce is an easy, fast and cost-effective way of entering the Chinese market compared to more traditional ways of entry that will be the subject of the upcoming volumes of the Get Ready For China Business Series. Chinese e-commerce offers great opportunities for high profit gains to Western companies seeking to do business in China without the hurdle of heavy upfront investment.

This book provides a detailed overview of the Chinese online market and proposes different strategies available to foreign companies seeking to enter and remain competitive in this tremendously challenging and profitable market. It provides practical advice, updated data and relevant links for further reference that foreign SMEs and business owners can use to establish their online presence in China.