EBay returns to China with new site focused on selling clothing

The company has launched a new Chinese-language site called eBay Style

EBay launched a new e-commerce business in China with a local partner on Monday, marking the company's re-entry into an ultra-competitive market that once eluded its grasp. But this time, the company is focusing on a smaller market segment with a site geared at selling popular clothing brands to consumers.

The site, called eBay Style, leverages the company's existing services by promoting popular clothing brands already offered on eBay.com. Supporting the site is partner Xiu.com, a Chinese online clothing retailer that will manage its sales, logistics and customer service.

EBay has seen a 40 percent year-over-year increase in products bought by Chinese customers frequenting its English-language site, said Melanie Tan, vice president for the company, in a statement.

The company's previous attempt to expand into China a decade ago, with what was then an auction-focused site, failed to withstand the competition brought by Chinese Internet giant Alibaba Group, which now dominates the country's e-commerce sector.

In the meantime, China's online retail market continues to grow. Last year, the country's business-to-consumer (B-to-C) space reached 240.1 billion yuan (US$38.2 billion) in total annual transaction value, a year-over-year increase of 130 percent.

"In some respects, there is a clear market for them there," said Mark Natkin, the managing director for Beijing-based Marbridge Consulting. Due to eBay's already growing customer base in the country, the launch of the new site will help open the company's services to users who can't speak English or don't possess an international credit card.

In addition, Chinese users are looking to buy quality international brands they know are genuine and not fake, Natkin said. The site for eBay Style prominently states that all its products are real, and that the shipments come from overseas.

But as before, eBay faces tough competition in the country's e-commerce market. Alibaba Group's Tmall.com had a 45 percent share of the B-to-C market in the third quarter, while many other well-known rivals including Amazon's China business, had a market share of less than 4 percent, according to Beijing-based research firm Analysys International.

Xiu.com itself is a small player, and eBay's new partnership with the company is unlikely to turn its new business into a major e-commerce destination, Natkin said. Alibaba's Tmall.com site also sells clothing from international brands, he added.

"It's not going to unseat Alibaba Group," he said. "It might be able to take a couple percentage points of market share."

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags e-commerceebayinternet

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Michael Kan

IDG News Service
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?