Global Ambitions, Local Realities: A Case Study of Alibaba, JD.com, and Pinduoduo’s Localizing Strategies in the European E-Commerce Market from 1990s to 2024

This thesis critically explores the localization strategies of three leading Chinese e-commerce enterprises—Alibaba, JD.com, and Pinduoduo—as they navigate the European market. Utilizing a combined methods with both qualitative methodology and comparative case study methodology, this thesis delves into exploring how these leading Chinese e-commerce giants adjust their business models, marketing strategies, and operational tactics to align with the business operations with the distinct cultural, economic, and regulatory landscapes of Europe. It emphasizes the balance between global expansion aims and local adaptation needs, highlighting how each company modifies its strategies to optimize market integration and competitiveness. The findings illuminate the nuances of strategic localization and enhance our understanding for the differential success factors and challenges these firms experience in Europe. The implications are significant for both theoretical advancements in globalization studies and practical insights for business practitioners engaging in international market expansions.