– Beauty is in the eye of the beholder.
E-commerce sites in China tend to be louder, busier, more colorful, more texts, and use smaller photos. What is considered pretty and useful in US is so different from that of China. In China, most consumers expect a lot of information to be exhibited in the front page. They want to see all the categories, popular items, latest trends, and top brands all on one page. For example, TMall positions itself more like a traditional department store, (12 floors), with each floor representing one or two categories. Compare to Amazon, TMall is at least 3-4X longer on the front page alone and probably has 10-15X more products shown. The key learning from this is that beauty is really in the eye of the beholder. If you want to appeal to Chinese consumers, you better learn to localize and adopt to the local taste.