Just look at Alibaba's e-commerce business. There's Taobao, which is China's largest online marketplace. It allows small businesses and individuals to not just sell items, but also provide product knowledge and lifestyle content.
Alibaba also runs more conventional consumer goods sites like Tmall which focuses on the Chinese market and AliExpress where you can shop here in the U.S.
Alibaba shows no sign of slowing down. The company told investors it predicts it will hit $1 trillion in gross merchandise value in 2020.