Why Alibaba gave up trying to win over U.S. consumers

Alibaba is China's largest e-commerce platform. Alibaba first threw its hat into the U.S. market in 2014 when it IPO'd at the New York Stock Exchange. Shortly after its IPO, Alibaba tried to dip its toe into America's consumer market through an e-commerce website called 11 Main. The website was shut down just a year after it launched. Since then, Alibaba has focused its efforts on capturing American businesses, not American consumers.