The Development of Chinese E-commerce in the Era of Big Data

This final qualification work is aimed at studying the features of integration of big data analysis in the segment of modern e-Commerce in China. The entire study is divided into three segments. The latter of which focuses on deconstructing the experience of making online purchases with Amazon China from the point of view of the Chinese buyer, in order to find out the opinions of consumers and the weaknesses of the platform. The key goal of this research is to identify opportunities for using big data to maintain and strengthen the position of an online retailer operating in the Chinese market in the context of national characteristics of users. The following are considered as platforms for studying: failed in the Chinese market amazon.cn, American amazon.com and Chinese market leader Taobao (Tmall). Key success factors that are attractive to Chinese online buyers have been identified. The article analyzes the benefits of implementing Big Data Analytics technologies by the Taobao platform (Tmall) for both retail and users due to the customer mentality. The effectiveness of individual (targeted) e – Commerce platform offers is evaluated in terms of the company's growing capital. Keywords: Big Data, Chinese e-Commerce, Chinese national characteristics, Analytics tools