eCommerce Podcast: How China's E-Commerce Rescued What Amazon Abandoned.
Recently, I had the opportunity to join Matt Edmundson on the eCommerce Podcast to explore why Western eCommerce has stagnated, while China has pioneered a new digital retail model.
Western eCommerce has long prioritized efficiency and convenience, but in doing so, it has lost the social aspect of shopping. In this episode, we discuss how China’s eCommerce ecosystem has evolved into a discovery-driven, community-centric experience—one that Western brands can’t afford to ignore.
The Shift: From Transactions to Social Shopping
While Amazon is built for speed, platforms like Xiaohongshu, Taobao Live, and Douyin focus on engagement, entertainment, and shared experiences. Shopping isn’t just about buying—it’s about browsing with friends, interacting with influencers, and making collective decisions.
How Brands Must Adapt
Move beyond search-driven commerce—embrace discovery and social engagement.
Integrate shopping into social platforms—through livestream commerce, influencer-driven recommendations, and interactive experiences.
Rethink brand strategy—it’s no longer just about selling products; it’s about creating a memorable, immersive experience.
Western eCommerce must evolve—from transactions to experiences, from efficiency to engagement. The question is: Are we ready to rethink how we sell online?
Listen to the full conversation here: