GROUP 5
COMPREHENSIVE CASE 1
ALIBABA VS TENCENT:
The battle for China’s M-Commerce Space
Carol Carrión, Miriam Cortadellas, Marta Pijuan, Clara Roset, Marina Ujaque and
Miriam Ziviani
CASE QUESTIONS:
1. Give a brief overview of China’s m-commerce market and its major players.
2. Discuss the competition between Alibaba and Tencent.
3. Discuss the opportunities and challenges for Alibaba and Tencent in China’s m-commerce
market.
1. Introduction
China has emerged as the second largest field worldwide in m-commerce, experiencing a fast
growth. This growth is the result of the high number of users in the country, as China is the
country with more smartphone users and mobile subscribers in the world. Not long ago, the
market shifted its way of operating, as the ecommerce sales moved from desktop to mobile
devices, which led to an increase in sales. Alibaba and Tencent are the two giants which
mainly dominate the market as they have the biggest market shares in the country. The aim of
this analysis is to make a short overview of China’s m-commerce markets and its major
players, as well as to discuss the competition between Alibaba and Tencent and their
