Amazon:Inert Giant in China 

Research for  Decreasing Market Share of Amazon in China with Focus on User Experience

Market Share of Amazon in China

Dunn, J. (2017, February 22). Amazon is still getting dominated in China. Retrieved October 01, 2017, from

From 2008 to 2017, Amazon's marker share in China decrease from 15.4% to 0.8%, why do not most customers in China shop on Amazon?

Before research, I want to provide an interesting example to reflect possible difference between Chinese Customers and American Customers

Here are two dishes in America and China

Most dish menus without pictures.

Most dish menus with dish pictures.

Q: Why there are different preference for pictures in dish menu?

Here are some answers from Quora.

"Menu get trashed up pretty badly, a few months after printing, your picture perfect food will looks pretty gummy and ugly."

"Customers know how the dish tastes according to word."

Here are some answers from Zhihu.

"Chinese focus on 'color' (appearance) of dish, so it is important for them to know how the dish looks like before ordering."

"Chinese focus on taste and cooking method of dish, rather than food ingredients."

Key Finding

American prefer to using Words to Predict taste of dish, but Chinese prefer to suing Pictures to Predict taste.

Reflection on online-shopping

There is a Chinese going: Seeing is believing. Chinese not only predict dish by pictures, but also predict quality of products, and build trust by pictures. For example, when people shop on the internet, they only focus on or trust reviews with pictures, and check visual description of products rather than words.

Main Part: now, let us focus on shopping process on Amazon in China.


Customers' Conceptual Model

Amazon's Shopping Flow

Q: When customer check details of product, what information do customers look for?

Price /Mailing /Choice

Details of product



lead to other products

"Other items do customer buy after view it"

Flow of checking detail

is disrupted by "other views".


"Other views" transfers negative affordance: you may have a better choice than this one.


Word description about professional parameter

Unfriendly and boring,


many users will ignore it

As we have said, users in China prefer to using word to introduce and predict products


employee motivation:like social vs ziben

price comparison ,multiple small sellers


Customer Service

Communication Formate

Pre-sales consulting

Response Time

Return and exchange products




user shopping process



competition analysis


Website Interface

flow diruppted

product description

word vs picture

user habit vs confidence

affordance of "other products"

customer reviews

dish menu


number and quality


what is good price

feel cheep is real cheap

reviews encouragement


effect for both users and seller/supplier


traditional product

service product


history vs time

which property is bigger?

novel product


without enough turst

Again, Flow is disrupted and negative affordance.

little words

long picture

reviews hidden in the bottom, users need to take too much time to find it.

picture reviews is useful and meaningful

In China, people build trust by pictures

In China, people lack trust on others.

What's more, it provide users with wrong hint that description has ended. Because according to Gestalt principles "proximity", users always regard things putted together or closer as a group, here the page begins to show product short verbal details and now it turns to show other products, so customer would think  part of product details has ended, and may stop viewing, which means customer may miss true details of products behind this part. .


after pretty long 

Step 1. Pre-sales Consulting

phone >> pc

unsatisfied or look more


"Also viewed XXX"



Until now, customers still have not see useful details of the product, but they have been led to other products twice.


lead to other products



impression left for public

news-touch point

make people believe what you believe

promise for customers

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