Two sub-brands of Alibaba - Taobao/Tmall and JD.com were already dominating online commerce in China, the way Amazon dominates the US. These two companies generated a value of US$433 billion the same year.

We are talking about gamification when we apply elements such as competition with others, point-scoring, and rules of play - typically as an online marketing technique to improve and encourage engagement with a service or a product.