For China's e-commerce platforms, low prices are no longer enough

Key sector is prioritizing sustainable sales growth

20240729 China e-commerce app

China's e-commerce industry is searching for ways beyond low prices to attract shoppers and boost sales.  © Reuters

CISSY ZHOU, Nikkei staff writer

HONG KONG -- China's e-commerce sector is undergoing a major strategic shift as platforms switch gears from prioritizing ultralow prices to more sustainable sales growth.

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