What if everything we know about e-commerce is wrong? Digital strategy maverick Björn Ognibeni reveals how Chinese platforms built what Western e-commerce abandoned - the social heart of shopping. While Amazon optimized for convenience, Chinese platforms like Taobao created experiences where friends shop together virtually and browsing becomes entertainment. Discover why our e-commerce hasn't changed in 20+ years and how Eastern innovations could revolutionize your online store.

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What You'll Learn

• Why Western e-commerce hasn't fundamentally changed in over 20 years
• How Chinese platforms built social shopping experiences missing from Amazon
• The difference between search-driven and discovery-driven e-commerce
• Why competition drives innovation in Chinese digital markets
• Practical features you could implement from Eastern e-commerce platform

Timestamps

00:00:04 - Introduction and overview

00:04:17 - Björn explains his background and Chinese digital expertise

00:09:32 - Why e-commerce hasn't changed in the West for decades

00:13:51 - The mall experience vs. Western online shopping

00:19:10 - How KPIs dictate innovation and stagnation

00:28:51 - The surprising positive experience of "TikTok refugees"

00:34:18 - Key lessons Western e-commerce can learn from China

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Key Links:

• Björn's LinkedIn
• ChinaBriefs.io
• The eCommerce Podcast
• Data Driven Ecommerce with Friedrich Schwandt
• Podjunction

If this episode of the eCommerce Podcast piqued your interest make sure to check out everything that gets done over here on the eCommerce Podcast, a space dedicated to eCommerce Wow!