U.S.-listed Pinduoduo (PDD) is the third-largest e-commerce player behind Alibaba and JD.com in China. A large part of PDD’s appeal is the group buying function where the more people who buy a product leads to a lower price. However, both JD and Alibaba have launched rival products to PDD which could bring stiff competition to the smaller rival. Nevertheless, this young start-up that just recently turned five years old, proved that it can compete against large incumbents like Alibaba and JD. 1) Feed-based shopping Pinduoduo considers themselves to be under a feed-based shopping format which caters more to the current mobile era. As explained by PDD: Feed-based shopping underpinned by a “you don’t know what you want but happy to discover” philosophy. They differentiate themselves from ‘search-base’ e-commerce sites whereby customers go search for products they know....