Amazon.com on Monday said it will open a pop-up store on Chinese e-commerce platform Pinduoduo. This store will run until the end of December and carry a selection of about 1,000 products from overseas.
The move, initially reported by Reuters on Sunday, points to how Amazon’s China-strategy is evolving. Earlier this year, it already decided to stop operating a marketplace in the country for domestic-selling merchants. In April, the American e-commerce giant said it would focus on selling goods from abroad to Chinese buyers. It also focuses on other businesses in the country, cloud services for example.
Pinduoduo as a solution for the Chinese market.
Amazon experienced difficulties to compete with entrenched, home-grown players such as Alibaba Group’s Tmall and its rival JD.com. Amazon already opened an online store on the Tmall platform in 2015. The decision to open a store on Pinduoduo points to the disruption of Alibaba and JD.com’s dominance of China’s e-commerce market. This is because the Pinduoduo platform is widely popular in China’s rural areas.
The Amazon Global pop-up store on Pinduoduo provides customers with a curated selection of about 1,000 overseas products. It will come with competitive prices and convenient shipping. A spokeswoman for Pinduoduo said that the initiative was part of an aim to “offer equal opportunities for our users to access global products. We are committed to working with our partners as part of our global outreach to offer value-for-money products worldwide to our users,” she said.