Amazon China in talks to merge with Kaola

Amazon’s Chinese joint venture partner is reportedly discussing a merger with imported products e-commerce platform Kaola.

While the potential deal has not been confirmed by either party, it could signal new efforts by the international firm to bolster its market share, currently languishing at less than 1 per cent.

Despite the dominance of Alibaba and rival JD, China remains an attractive market for e-commerce players, where many consumers buy online for the sake of convenience over price. Escalating trade tensions between China and the US, however, have made the playing field increasingly difficult.

Kaola, wholly owned by internet technology firm NetEase, is the leading player among Chinese shopping sites that focus on imported goods. It imports more than 5000 brands from 80 countries.

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