With the rapid development of information technology and the popularization of the Internet, online e-commerce platforms have become an important part of modern commercial activities. As a leader in this field, Alibaba has not only led the rapid development of China's e-commerce industry with its unique business model and innovative business philosophy, but also has set a benchmark worldwide. This paper aims to take Alibaba as an example to deeply explore the constraints of online e-commerce platforms on individual merchants, and analyze the impact of these constraints on individual merchants' business strategies and development paths. By conducting case studies on individual merchants on the Alibaba platform, we can understand more specifically the specific manifestations and impacts of these constraints, thereby providing targeted suggestions for individual merchants to help them better cope with challenges and achieve sustainable development. . At the same time, the research results of this paper will also help online e-commerce platform operators understand the needs and dilemmas of merchants, further optimize platform rules and services, and achieve a win-win situation between the platform and merchants.
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Yanxuan Shi (2024) studied this question.
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