This paper aims to investigate the factors of successful e-tailing in China’s retail industry. A single case study was undertaken in one of the top retailers in China. Both qualitative and quantitative data were collected, including in-depth interviews and focus group interviews with key personnel in the organisation, and questionnaire survey with randomly selected customers of the retailer. A comprehensive combined model of success factors of e-tailing was developed and is presented in detail. Some unique and interesting factors associated Chinese e-tailing have been identified; and some useful practicable suggestions are also provided for Chinese retailers or any businesses who are embarking on e-tailing in China or/and planning to enter the China’s retail market.