eCommerce development in China is growing rapidly and the market is far from being saturated given the growing number of internet users, broadband coverage, smartphone coverage, and the rising of average disposable income. Affluent consumers in China, especially those from small cities, are looking for high quality products and brands. The expansion rate of offline shops is far behind the expectations of these consumers. For brands and retail merchants who want to enter China market, the best way to maximize contact with target consumers is to set up online shops. This way they can also standardize service levels and maintain brand image. Compared with US market structure, and in addition to the users’ increased need and maturity of new brands in the marketplaces, independent merchants will play an important role in the future of China’s market.