There continues to be an unprecedented growth of online shopping among Chinese consumers. Online shopping frequency and spending amounts continue to increase year by year. Online shoppers’ average spending is around RMB 5,203, narrowing the gap with the U.S. each year. As the age group and income level of the users as well as the proportion of affluent consumers from the third and fourth tier cities increase, Chinese online shoppers desire luxury brands which enhance the quality of life, resulting in a trend of overseas online shopping through purchasing agent. International brands should seize this opportunity. The increasing number of Chinese eCommerce enterprises gives rise to fierce competition in the market as companies fight for users and traffic. eCommerce enterprises are facing common challenges such as increasing costs of acquiring new users and churn rate of existing users. To solve more fundamental management problems, different types of eCommerce enterprises need to establish the right direction of running the business and implement appropriate strategic solutions.