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Palgrave Macmillan

Ecommerce Reimagined

Retail and Ecommerce in China

  • Book
  • © 2022


  • Offers insights into Chinese ecommerce
  • Provides a helpful set of business strategies
  • Gives a sense of the role ecommerce will play in Chinese consumer economics

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About this book

This book offers a practical guide to Chinese ecommerce markets for businesspeople and scholars. China represents a $5.6 trillion retail market, with the highest ecommerce penetration rate in the world. Due to the COVID-19 pandemic, brands are investing more in growing online sales. Written from the heart of the world’s largest e-commerce platform, Ecommerce Reimagined: Retail and Ecommerce in China is a book that aims to satisfy the growing need of entrepreneurs and businesses hoping to tap into China’s market and provide context to students and academics who post an interest in learning about how ecommerce has shaped the Chinese retail space.

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Table of contents (4 chapters)

Authors and Affiliations

  • Hangzhou, China

    Sharon Gai

About the author

Sharon Gai has been a director of Alibaba working in its core commerce pillar, and brings years of experience working in e-commerce in China and bridging the gap between the Chinese market and overseas markets.

Bibliographic Information

  • Book Title: Ecommerce Reimagined

  • Book Subtitle: Retail and Ecommerce in China

  • Authors: Sharon Gai

  • DOI:

  • Publisher: Palgrave Macmillan Singapore

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022

  • Hardcover ISBN: 978-981-19-0002-0Published: 29 March 2022

  • Softcover ISBN: 978-981-19-0005-1Published: 30 March 2023

  • eBook ISBN: 978-981-19-0003-7Published: 28 March 2022

  • Edition Number: 1

  • Number of Pages: XVI, 172

  • Number of Illustrations: 2 b/w illustrations, 80 illustrations in colour

  • Topics: Online Marketing/Social Media, Entrepreneurship, Asian Economics

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