The first chapter explores an area of entrepreneurship in which China in many ways leads the world. As well as considering e-commerce in general the chapter highlights some particularly Chinese innovations. The relevance of social embeddedness to online communication and interaction is widely acknowledged. In addition, there are now many studies which explore how online networks are affected by offline networks. Sociological research on e-commerce nevertheless remains underdeveloped. Little is known about how individuals participating in e-commerce markets take initiatives in creating, expanding, and maintaining online social networks behind the screen. Chapter 1 identifies forms of social embeddedness that while obscure are important to online markets. The chapter develops a concept, ‘personalized anchoring reputation’, in highlighting this phenomenon. Additionally, analysis is presented of an e-sales approach, called by its practitioners ‘fission’, which integrates characteristics of face-to-face transaction with online exchanges.