China’s e-commerce market is changing as big players such as Alibaba adjust to thrifty consumers amid leaner times

China’s online consumer market is moving from a previous structure dominated by Alibaba Group Holding to a more diversified warring state as consumers become more thrifty amid an economic downturn.

While Alibaba, which owns the South China Morning Post, remains the largest player in the country’s e-commerce market with its Tmall and Taobao platforms, competition is intensifying as consumers look for the best deals on offer.