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.

Part 1: let us focus on shopping process on Amazon in China.


Customers' Conceptual Model

Amazon's Shopping Flow

Q: When customers 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


Again, Flow is disrupted and negative affordance.

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. .


"Also viewed XXX"



lead to other products

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


Pretty long description, 5-10 pages

After pretty long description, reviews finally show up.

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


Reviews are full of words, little pictures, without enough trust.



Details and reviews of a product is the first thing that  customers would like to know.

However, customers need to go through long route to check details and reviews, with interference of other products

What's more, before customer understand one product, website even provides interference (other items) for customers to lead them to other products, with a negative hint that this product is not a good choice. It is true that other items could provide customer more choices, but it should be not given before details of current products.


Part 2 - Pre Consulting

Part 3 - Reviews(Trust & Power)

Part 4 - Trust

Part 5 - Motivation

Part 6 - Image of Business

Part 7 - Other(Stream/Motion)

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