10 important tips for e-commerce platforms on Baidu marketing in China

Understand Baidu

Baidu is the largest and the most dominant search engine in China. The influence of Baidu on the Chinese digital market is unprecedented. If you want to enter the Chinese market it is vital for any e-commerce platform to have a strong presence here.

Baidu is not simply the “Google of China”

If you want your e-commerce sit to be present on Baidu, you have to understand how it is works.  Baidu cannot in reality be compared to Google as it uses different searching algorithms and different systems. For example if you want to book a movie ticket on Baidu, you can even choose the specific seat, which you cannot do on Google. These additional services have contributed to the Chinese giant’s success.

More than a search engine

Baidu is offering multiple services including; “Baidu Baike” (akin to Wikipedia), Baidu Maps, Baidu Yi (a Chinese mobile platform) and ‘Baidu Tieba’  a popular social community where content is ranked, the higher the rating the more that content is shared and seen by the community (much like on Reddit).

Ad Space

Baidu TV is an established search engine advertising space for companies wanting to post their promotional videos on selected websites.

From PC to mobile

Baidu has expanded its market from PC to the mobile device by offering a wide range of functions and digital services on the smart phone.

There is certainly big potential for expansion in m-commerce.

Baidu’s display

On Baidu, there is an interesting way to promote a brand. Baidu attracts more customers by offering a creative display for brands with pictures, videos, and interactive content. For example if you search for cosmetic brands such as L’Oreal you will find pictures of many featured products alongside the usual search results on the first page.

Chinese domain

Baidu is a website that is hosted locally so it can be wise for companies to have a local domain with .cn. This way, it will be easier to rank highly on Baidu and to generate more traffic in China.

Chinese keywords

If you have a Chinese version website, it would be interesting to use Chinese keywords in your SEO strategy. You can easily translate the keywords that you have in Chinese.


Be careful about the content on your website. If you share or feature content that is deemed to be inappropriate by the Chinese government, your website might be taken down or restricted from Baidu.

Avoid JavaScript and Flash

Baidu cannot interpret your JavaScript pages, you should use alternatives or non JavaScript pages for your website. The same goes for flash, Baidu cannot feature your flash contents, so better avoid it.

Benji is a digital marketing specialist based in Shanghai, China. For more information see his marketing website and blog here.

This Isn’t Your Parents Holiday Season

Fortune touches upon how Holiday Season shopping is a bit different to times gone by:

This suggests a shift in the way that Americans shop. In the past, retailers had to hire more people to work cash registers and sales floors; Amazon’s holiday workers will be fulfilling warehouse roles in fulfillment and sorting facilities.

Yes, we still love to browse stores during a time when many of us take a break to enjoy family-time. And yet, people browsing are increasingly doing the buying part online. As the article suggests, that means more orders in the carts of online retailers and less in the carts of physical stores unless the latter is on top of multi-channel.

All of this means getting your warehouse into order has never been more important.

Searching For Products Online

A interesting piece by Fool notes just how powerful and influential Amazon is in the product search funnel. They mention a recent survey result:

Nonetheless, a recent survey commissioned by BloomReach found that 44% of online shoppers in the U.S. began their product searches on Amazon.com. Just 34% use search engines such as Google, and the rest use other retailers’ websites. That’s a pretty poor position for the Alphabet company, which relies on product-related searches for a big chunk of advertising. What’s more, the prospects are good that Amazon will continue to gobble up product-search share.

Interesting stuff, read more here.

The question in my mind is; will mobile help Google i.e can they innovate in voice (Google Now) or visual (Glass) so Amazon is less relevant or perhaps will mobile make Google less important in product search?

The answer not only affects Google but almost every merchant and marketer on the planet.

Need to Sell Online? Try Facebook

Believe it or not, when you have an all powerful platform with millions of users (and billions in this case) you think you can do anything. Like Windows in the 90’s, Facebook is the platform of the moment and now they’re extending it further – this time into shopping. In their own words:

Marketers are challenged to reach their customers and drive sales on mobile. The majority of time spent on mobile is in apps, and people spend the majority of that time in just a handful of apps, including Facebook and Instagram.1 For people, the mobile shopping experience is often difficult to navigate. Customers can experience slow load times and too many steps on the way to checkout. This is bad for people and bad for marketers.

I would suggest this is something that actually they’ve been looking at for a while. Remember beacon? That ill-fated attempt to mix social and commerce? This is perhaps the second attempt and it’s probably a much better route i.e instead of mixing content and commerce, they’re essentially creating a marketplace like Amazon, eBay and so-on. So this should work; the question is, as a merchant should you use it?

Today we have two main platforms in the western ecommerce world; eBay and Amazon. Alibaba if you’re an Asia merchant. Those three have stood alone despite the rise of Pinterest, Wanelo etc that promise coveted direct traffic to your store and products. With Facebook, the question in my mind is; who owns the customer? If FB directs customers to your store this new initiative is in effect an advertising play. Intriguingly though, they tease more:

Over time we’ll explore incorporating additional content into this experience, such as items listed for sale in Facebook Groups.

This suggests they want to catalog inventory and act as a storefront themselves. Facebook could perhaps be the world’s largest store should they want it given the 1.3 billion plus people on the platform. Do they want that though?