Amazon uses the “Buy Box”(the box on the right side of the product page where buyers can click “Add to Cart” or “Buy Now”), a complex algorithm, to help the buyer select the best option on its site. But Chinese sellers found the Buy Box concept complicated and inaccessible, and so they chose instead to sell on local ecommerce platforms without such restrictive systems, such as Taobao or JD.com. This ultimately limited Amazon’s ability to attract sellers (and in turn, buyers) in the Chinese market.