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Unlike typical e-commerce sites, beauty apps like SoYoung also offer a social media function.

Last year Indonesia considered 200% tariffs on a range of Chinese goods and blocked e-commerce site Temu, popular among Chinese merchants.

The e-commerce giant could use driverless vehicles to make deliveries, for example, saving money and resources.

This is not a "winner takes all market", says Mr Bisen, giving the example of e-commerce which came into India in 2010 and was meant to sound the death knell of local retailers.

The tariffs will shrink "already razor-thin profit margins", said the owner of a Chinese business that handles cross-border logistics for e-commerce, as well as air and sea freight.