By Chao Ban 17, March, 2025
You’ve probably shopped from or at least heard of Temu, AliExpress, and Shein—but how did these platforms rise to dominate global e-commerce? Where did they originate, and how do they compete with U.S. retail giants?
This article dives into their history, rivalry, and how they compare to major players in the e-commerce industry.
China’s E-Commerce Titans: A Global Expansion
Most of China’s leading e-commerce platforms operate both inside and outside China—except for Shein, which is unique as it exclusively serves international markets.
Alibaba Group: The Largest of Them All
The Alibaba Group has extended its influence beyond e-commerce into real estate, entertainment, finance, and cloud computing, but its core business remains online shopping.
1688 (阿里巴巴): The Foundation of China’s B2B E-Commerce
• Alibaba’s journey began with 1688, a B2B platform that revolutionized trade among Chinese businesses.
• It enabled manufacturers, wholesalers, and suppliers to connect and trade efficiently.
• Originally launched to compete with eBay, Taobao quickly became China’s largest C2C (consumer-to-consumer) marketplace.
• It still maintains an auction function, though it’s not the platform’s main focus anymore.
Alibaba.com: Taking Chinese Manufacturing Global
• The international equivalent of 1688, connecting Chinese suppliers with global buyers.
• One of the most popular B2B sourcing platforms worldwide.
Tmall: The Rise of Brand-Driven E-Commerce
• As Taobao gained massive popularity, established brands needed a way to compete.
• Initially, brands tried using their own websites, but they struggled to attract traffic.
• The solution? Tmall, a platform where brands could open their own flagship stores and tap into Taobao’s massive audience.
AliExpress: Globalizing Chinese E-Commerce
• Often referred to as the international version of Taobao, AliExpress allows global shoppers to buy directly from Chinese sellers.
The Pinduoduo Effect: Group Buying & Discount Wars
• Pinduoduo introduced a social commerce model, where buyers could get discounts by purchasing together.
• This made it a major competitor to Taobao, but its reputation suffered due to quality concerns and seller profitability issues.
Temu: Pinduoduo’s Global Expansion
• Temu is Pinduoduo’s international arm, offering ultra-low prices on products shipped directly from China.
• It aggressively expanded into the U.S. and Europe, aiming to compete with AliExpress, Shein, and TikTok Shop.
SHEIN: The Fast-Fashion Disruptor
• SHEIN revolutionized fashion e-commerce with data-driven inventory management and low-cost production.
• Although it relocated its headquarters to Singapore, most of its suppliers are still based in China.
• Competes directly with global fast-fashion giants like Zara and H&M.
SHEIN Marketplace: Expanding Beyond Fast Fashion
• Introduced to allow third-party sellers to list products on the platform.
• Aims to diversify its product range beyond fashion.
Douyin Mall: China’s Social Commerce Powerhouse
• Douyin (China’s TikTok) seamlessly integrates e-commerce into short videos and live streams.
• This transformed consumer shopping behavior in China and empowered influencers with direct selling capabilities.
TikTok Shop: ByteDance’s Global E-Commerce Push
• ByteDance is actively expanding TikTok Shop in markets like the U.S., UK, and Southeast Asia.
• The goal? Replicate the success of Douyin Mall globally, allowing influencers and brands to sell directly through TikTok.
JD.com: The Tmall Rival with a Focus on Quality
• JD.com is China’s second-largest e-commerce platform, positioning itself as a direct competitor to Tmall.
• JD Worldwide allows Chinese shoppers to access foreign brands.
JD.com & Walmart: A Short-Lived Partnership
• Walmart owned shares in JD.com from 2016 to 2024, aiming to expand internationally.
• However, due to declining share value, Walmart ended the partnership in 2024.
Final Thoughts: The Future of Chinese E-Commerce Giants
With Temu, AliExpress, Shein, and TikTok Shop expanding globally, the competition with U.S. e-commerce giants like Amazon, Walmart, and eBay is heating up.
Who will dominate the future of online shopping? Let us know your thoughts in the comments!
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