Why Amazon's Marketplace Failed In China

Amazon entered the China market in 2004 through a $75 million acquisition of Joyo.com, an online media seller. During its time in the country, substantial competition from local e-commerce giants such as Jack Ma's Alibaba, TaoBao and JD.com hindered its ability to capture a wider breadth of market share.

Amazon later pushed heavily on its e-reader and tablet product offerings, but China's complex regulatory approval caused years-long delays. Between 2011 and 2012, Amazon's held a market share of around 15% in the country but later plunged to less than 1% by 2019, according to iResearch. Amazon officially closed its China marketplace in 2019 but keeps, among other businesses, its Amazon Web Services, Amazon Global Logistics and Amazon Advertising.

Chapters:
1:48 Ch. 1 - Amazon's early efforts in China
3:57 Ch. 2 - Why it failed
9:01 Ch. 3 - Ongoing efforts in China — and beyond

Produced by: Jade Tungul
Senior Managing Producer: Tala Hadavi
Graphics by: Mallory Brangan, Jade Tungul
Additional Sources: Amazon, Securities and Exchange Commission, Alibaba Group, JD.com, Reuters

» Subscribe to CNBC: https://cnb.cx/SubscribeCNBC
» Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision

About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.

Connect with CNBC News Online
Get the latest news: https://www.cnbc.com/
Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC
Follow CNBC News on Facebook: https://cnb.cx/LikeCNBC
Follow CNBC News on Twitter: https://cnb.cx/FollowCNBC
Follow CNBC News on Instagram: https://cnb.cx/InstagramCNBC

#CNBC

Why Amazon's Marketplace Failed In China