BrandHistories
Compiling intelligence...
Alibaba Group
Alibaba's "choosing one from two" merchant exclusivity practice — requiring merchants who wanted preferred placement and promotional access on Taobao and Tmall to refrain from selling on competing platforms — was an effective competitive protection tool during the period of Alibaba's dominance but created the antitrust liability that resulted in the $2.75 billion fine and mandatory behavioral remedies. A more defensible competitive moat built on product quality, merchant services, and consumer experience would have achieved similar competitive protection without the regulatory exposure that exclusivity practices accumulated over years of enforcement created.