Reading mode
Reveal
Next step
Show all steps
Replay animation
Thumbnails
Speaker notes
Presentation mode
Fullscreen
Print / PDF
PPTX export will be provided in a later version.
Lesson 09 · 50 min
Hook 1 min
Shopping contexts in China and home countries
One hoodie, six conditions, three different checkout paths
Speaker notes Open with the Shenzhen and Nairobi sequences. Ask students which step they would remove first if they were the seller.
Opening question
Hook 3 min
Why does the same product have different checkout paths?
Shenzhen: chat, mini-program, wallet, same day Nairobi: app, SMS, agent pickup, cash Dhaka: order, COD, size exchange by chat Same hoodie, different sequence
Speaker notes Take answers on the board. Most students will say culture; hold that answer and return to it after the six elements.
Learning objectives
O1–O4 2 min
By the end, you can...
Describe a context with six elements. Separate the device dimension from B2B/B2C/C2C. Compare China with a home market. Quote §2.8 growth with year and scope.
Speaker notes O2 is tested by Q1, O4 by Q2 and Q5. O3 is assessed in the activity, not only in the quiz.
Concept 1 · Six elements
O1 4 min
A purchase is a sequence of six conditions
1 Who buys 2 Where 3 Which device 4 How they pay 5 Delivery or pickup 6 Whether they trust
Speaker notes Walk the six nodes with the hoodie example. Emphasise that the last node is a judgement, not a feature.
Concept 1 · Three pairs
O1 4 min
Six elements, three pairs of decisions
Demand
Who and where
Income, household and the physical or digital place of purchase.
Access
Device and payment
Phone, data plan, wallet, card, transfer or cash on delivery.
Completion
Delivery and trust
Pickup or home delivery, plus the evidence needed before paying.
Speaker notes Ask which pair failed in the Nairobi cart. The answer is completion: pickup and trust, not demand.
Concept 2 · Context gap
O3 4 min
China and many home markets: where the sequence diverges
China Mobile wallet and QR habits Dense parcels and same-city delivery Integrated app stack and standard returns Many home markets Mobile money and cash on delivery Pickup points and agent networks Physical markets still set price reference
Speaker notes This is a comparison for design, not a ranking. Ask which right-hand item is strongest in each student's market.
Concept 2 · China stack
O2 4 min
China's integrated mobile stack
1
Mobile first
Phone is the entry point; page speed is conversion.
2
Super app
Messaging, payment, services and shopping in one place.
3
Social discovery
Content and chat links start the purchase path.
4
Delivery density
Short promises are credible because parcels are dense.
Speaker notes Say clearly that “super app” is the lesson's shorthand, not a textbook category. The examinable point is integration.
Concept 2 · M-commerce scale
O2 3 min
Retail m-commerce: 2020 actual and 2024 forecast
? How much of the 2024 figure is observed, and how much is forecast?Swipe horizontally to see the full figure
0 1 2 3 4 5 2.8 2020 actual 4.5 2024 forecast
Takeaway The 2024 figure is a forecast, not an observed value. Treat the gap as a scenario, not a measurement.
2020 is an actual value; 2024 is a forecast from the same source.
Forecast USD trillion · 2020 actual; 2024 forecast · eMarketer, via textbook Figure 2-10
Speaker notes Point to the word forecast. Ask what would make the 2024 number wrong; answers include device saturation and slower checkout growth.
Concept 2 · Dimension
O2 3 min
Mobile is a device, not a fourth business model
Section 2.5 says m-commerce can be B2B, B2C or C2C. The phone changes the channel, not the parties to the transaction.
One B2C sale can be mobile. A B2B order can also be placed on a phone. Do not add m-commerce as a fourth category.
Speaker notes This is the most common classification error in the course. Ask students to label a mobile AliExpress purchase with two dimensions.
Concept 3 · Home markets
O3 4 min
Four conditions that change the seller's job
Market
Physical markets
They set the price reference and the inspection habit.
COD
Cash on delivery
Payment happens after inspection, so refusal is a cost.
Pickup
Pickup and agents
The last mile may be a counter, not a doorstep.
Data
Data cost
Prepaid data makes heavy pages expensive for users.
Speaker notes Use the registered country sources, not invented statistics. Ask which condition is hardest to change and which can be designed around.
Concept 3 · Payment
O3 4 min
Cash on delivery versus prepaid: different risks
Cash on delivery Buyer inspects before paying Seller carries refusal and return-leg risk Cash is blocked until collection Prepaid Money arrives before shipment Lower refusal risk, but chargeback and fraud risk Discounts can compensate for prepayment
Speaker notes Do not call COD backward. It solves a trust problem; the seller pays for that solution with refusal risk.
Concept 3 · Trust
O3 4 min
Trust is built from several kinds of evidence
Can I pay safely?
Reviews and photos Evidence from other buyers, especially in the same market. Platform guarantee A dispute route that does not depend on the seller's goodwill. Inspection at pickup A physical check before cash changes hands. Reachable return address A remedy the buyer believes they can actually use.
Speaker notes Ask which evidence is missing in the opening story. In Nairobi it is inspection plus a reachable remedy, not star ratings alone.
Concept 4 · Data scope
O4 4 min
Domestic data is not cross-border data
Domestic online retail Sales inside one country Includes domestic platforms and domestic logistics Useful for channel and consumption trends Cross-border ecommerce Transactions across customs borders Includes export and import directions Needs its own size, growth and policy data
Speaker notes Ask students to label the next headline they see. If the scope is missing, the number cannot support a cross-border claim.
Concept 4 · Growth
O4 4 min
Global retail ecommerce growth, 2020–2022
? Is global retail ecommerce growth still accelerating?Swipe horizontally to see the full figure
0 6 12 18 24 30 2020 2021 2022 12.2 25.7 Takeaway Growth slowed each year but stayed positive. This is global retail ecommerce, domestic included.
Not cross-border growth and not China-only growth.
Actual data % annual growth · 2020–2022 · Textbook §2.8, eMarketer data
Speaker notes Repeat the scope aloud: global retail ecommerce, domestic included. It is not cross-border growth and not China-only growth.
Case · Teaching case
O1–O4 6 min
One hoodie, three checkout paths
Case: one hoodie, three checkout paths (teaching case)
US$19 hoodie in Shenzhen, Nairobi and Dhaka Simulated 200 visits per market Shenzhen 9 orders, Nairobi 4, Dhaka 5 Nairobi: one refusal at pickup Buyers and counts are simulated
Materials on this slide
One hoodie, three checkout paths
Speaker notes Case is fictional. Ask which number is an observation and which is a simulation; this distinction is part of the assessment.
Three markets, three binding constraints
Shenzhen
Speed
Page load and same-day promise decide the order.
Nairobi
Pickup trust
Inspection and a reachable remedy matter more than price.
Dhaka
Size certainty
A local size chart prevents the exchange conversation.
Common misconceptions
O1–O4 3 min
Claims to retire
Mobile commerce is a fourth model. China's playbook copies over unchanged. COD is free for the seller. The 12.2% growth is cross-border growth.
Speaker notes For each claim, point to the concept that corrects it. Keep this slide quick; the quiz checks the same errors.
Classroom activity
O1–O4 12 min
Six-element context audit
4 min Choose one product and one home market; fill the six rows. 3 min Mark the two largest gaps from China. 3 min Write one change and one metric for each gap. 2 min Present a 30-second verdict.
Materials on this slide
Six-element context audit worksheet
Speaker notes Reject unobservable cultural claims. Award marks for evidence and metrics, not for adjectives.
Five questions
Q1 m-commerce dimension · Q2 growth sequence Q3 six elements · Q4 COD refusal Q5 domestic versus cross-border scope
Speaker notes If Q2 or Q5 is missed, return to the scope slide before moving on.
What you can now do
Describe a market with six elements. Keep device and transaction model apart. Explain how COD and pickup change costs. Quote growth with year and scope.
Speaker notes Return to the opening board answers and ask which cultural explanation survives the six-element audit.
Sources & next
Wrap-up 1 min
Sources and preparation
Textbook §2.5, §2.7, §2.8; Figure 2-10; §3.1.1. Country sources: SRC-070, SRC-071, SRC-073, SRC-076, SRC-078. Next: consumer decisions, trust and local adaptation.
Speaker notes Remind students that case counts are simulated and that country sources describe conditions, not individual buyers.
←
Slide 1 of 21
→
1
Shopping contexts in China and home countries
2
Why does the same product have different checkout paths?
3
By the end, you can...
4
A purchase is a sequence of six conditions
5
Six elements, three pairs of decisions
6
China and many home markets: where the sequence diverges
7
China's integrated mobile stack
8
Retail m-commerce: 2020 actual and 2024 forecast
9
Mobile is a device, not a fourth business model
10
Four conditions that change the seller's job
11
Cash on delivery versus prepaid: different risks
12
Trust is built from several kinds of evidence
13
Domestic data is not cross-border data
14
Global retail ecommerce growth, 2020–2022
15
One hoodie, three checkout paths
16
Three markets, three binding constraints
17
Claims to retire
18
Six-element context audit
19
Five questions
20
What you can now do
21
Sources and preparation
Lesson 09 · 50 min · 1 / 21
Shopping contexts in China and home countries
One hoodie, six conditions, three different checkout paths
Open with the Shenzhen and Nairobi sequences. Ask students which step they would remove first if they were the seller.
Opening question · 2 / 21
Why does the same product have different checkout paths?
Shenzhen: chat, mini-program, wallet, same day Nairobi: app, SMS, agent pickup, cash Dhaka: order, COD, size exchange by chat Same hoodie, different sequence Take answers on the board. Most students will say culture; hold that answer and return to it after the six elements.
Learning objectives · 3 / 21
By the end, you can...
Describe a context with six elements. Separate the device dimension from B2B/B2C/C2C. Compare China with a home market. Quote §2.8 growth with year and scope. O2 is tested by Q1, O4 by Q2 and Q5. O3 is assessed in the activity, not only in the quiz.
Concept 1 · Six elements · 4 / 21
A purchase is a sequence of six conditions
Walk the six nodes with the hoodie example. Emphasise that the last node is a judgement, not a feature.
Concept 1 · Three pairs · 5 / 21
Six elements, three pairs of decisions
Ask which pair failed in the Nairobi cart. The answer is completion: pickup and trust, not demand.
Concept 2 · Context gap · 6 / 21
China and many home markets: where the sequence diverges
China Mobile wallet and QR habits Dense parcels and same-city delivery Integrated app stack and standard returns Many home markets Mobile money and cash on delivery Pickup points and agent networks Physical markets still set price reference This is a comparison for design, not a ranking. Ask which right-hand item is strongest in each student's market.
Concept 2 · China stack · 7 / 21
China's integrated mobile stack
Say clearly that “super app” is the lesson's shorthand, not a textbook category. The examinable point is integration.
Concept 2 · M-commerce scale · 8 / 21
Retail m-commerce: 2020 actual and 2024 forecast
? How much of the 2024 figure is observed, and how much is forecast?Swipe horizontally to see the full figure
0 1 2 3 4 5 2.8 2020 actual 4.5 2024 forecast
Takeaway The 2024 figure is a forecast, not an observed value. Treat the gap as a scenario, not a measurement.
2020 is an actual value; 2024 is a forecast from the same source.
Forecast USD trillion · 2020 actual; 2024 forecast · eMarketer, via textbook Figure 2-10 Point to the word forecast. Ask what would make the 2024 number wrong; answers include device saturation and slower checkout growth.
Concept 2 · Dimension · 9 / 21
Mobile is a device, not a fourth business model
One B2C sale can be mobile. A B2B order can also be placed on a phone. Do not add m-commerce as a fourth category. This is the most common classification error in the course. Ask students to label a mobile AliExpress purchase with two dimensions.
Concept 3 · Home markets · 10 / 21
Four conditions that change the seller's job
Use the registered country sources, not invented statistics. Ask which condition is hardest to change and which can be designed around.
Concept 3 · Payment · 11 / 21
Cash on delivery versus prepaid: different risks
Cash on delivery Buyer inspects before paying Seller carries refusal and return-leg risk Cash is blocked until collection Prepaid Money arrives before shipment Lower refusal risk, but chargeback and fraud risk Discounts can compensate for prepayment Do not call COD backward. It solves a trust problem; the seller pays for that solution with refusal risk.
Concept 3 · Trust · 12 / 21
Trust is built from several kinds of evidence
Ask which evidence is missing in the opening story. In Nairobi it is inspection plus a reachable remedy, not star ratings alone.
Concept 4 · Data scope · 13 / 21
Domestic data is not cross-border data
Domestic online retail Sales inside one country Includes domestic platforms and domestic logistics Useful for channel and consumption trends Cross-border ecommerce Transactions across customs borders Includes export and import directions Needs its own size, growth and policy data Ask students to label the next headline they see. If the scope is missing, the number cannot support a cross-border claim.
Concept 4 · Growth · 14 / 21
Global retail ecommerce growth, 2020–2022
? Is global retail ecommerce growth still accelerating?Swipe horizontally to see the full figure
0 6 12 18 24 30 2020 2021 2022 12.2 25.7 Takeaway Growth slowed each year but stayed positive. This is global retail ecommerce, domestic included.
Not cross-border growth and not China-only growth.
Actual data % annual growth · 2020–2022 · Textbook §2.8, eMarketer data Repeat the scope aloud: global retail ecommerce, domestic included. It is not cross-border growth and not China-only growth.
Case · Teaching case · 15 / 21
One hoodie, three checkout paths
US$19 hoodie in Shenzhen, Nairobi and Dhaka Simulated 200 visits per market Shenzhen 9 orders, Nairobi 4, Dhaka 5 Nairobi: one refusal at pickup Buyers and counts are simulated Case is fictional. Ask which number is an observation and which is a simulation; this distinction is part of the assessment.
Case analysis · 16 / 21
Three markets, three binding constraints
Push groups to name a metric for each constraint. “Better experience” is not a metric.
Common misconceptions · 17 / 21
Claims to retire
Mobile commerce is a fourth model. China's playbook copies over unchanged. COD is free for the seller. The 12.2% growth is cross-border growth. For each claim, point to the concept that corrects it. Keep this slide quick; the quiz checks the same errors.
Classroom activity · 18 / 21
Six-element context audit
Reject unobservable cultural claims. Award marks for evidence and metrics, not for adjectives.
Self-check · 19 / 21
Five questions
Q1 m-commerce dimension · Q2 growth sequence Q3 six elements · Q4 COD refusal Q5 domestic versus cross-border scope If Q2 or Q5 is missed, return to the scope slide before moving on.
Summary · 20 / 21
What you can now do
Describe a market with six elements. Keep device and transaction model apart. Explain how COD and pickup change costs. Quote growth with year and scope. Return to the opening board answers and ask which cultural explanation survives the six-element audit.
Sources & next · 21 / 21
Sources and preparation
Textbook §2.5, §2.7, §2.8; Figure 2-10; §3.1.1. Country sources: SRC-070, SRC-071, SRC-073, SRC-076, SRC-078. Next: consumer decisions, trust and local adaptation. Remind students that case counts are simulated and that country sources describe conditions, not individual buyers.