In Jack Ma’s online shopping website, there are millions of small business that selling almost everything you can think of, from a small accessory for a worn car wheel to diapers. Of course, competition exists in this giant online market; however, the business owners are trying to make their products or services as different as possible in order to create a “sustainable ecosystem” instead of a “fierce battlefield.”

Now two business owners would not keep lowering their price in order to compete with each other, rather they both will come up something new and unique so as to attract different customers. In Jack Ma’s online shopping website, which called Taobao, there are a number of stores doing customization.  Even though it is the beginning, the interaction and communication between the buyers and sellers have significant impact in today’s market.