The chapter seeks to provide a contemporaneous view of the e-commerce market in China. Through a review of extant literature, the authors aim to both reinforce previous evidence and research into this important area of commerce, whilst also providing future recommendations for firms seeking to gain a greater foothold in the e-commerce sector in China. A series of strategies are therefore posited to provide new entrants with a framework from which future market share growth in the Chinese e-commerce environment might be derived.