Insider Talk

Shi Tao, vice-president of JD.com, one of China's largest online business-to-customer retailers.

The volume of digital reading content on JD.com is still very small. We started our e-book business in February 2012 and it now has more than 4 million customers. However, 80 percent of the 140,000 e-book categories comprise digital copies of printed works, the same format as Amazon and is quite distinct from other Chinese publishers. Readers have different preferences; some like e-books, others like traditional books.