In March 2007, with the development of e-commerce, logistics and the gradual improvement of credit system, more and more people chose to open online stores to start businesses, but the proportion of profitable online stores was very low. What factors led to this result? Can you systematically summarize the successful strategy of opening an online store? At present, the research in this field in China is still very limited. Only scholars in Taiwan Province Province have made a preliminary exploration on the key success factors of website management by taking Tianxia online bookstore as an example [1]. This paper focuses on the operation mode of opening an online shop with the help of a large-scale e-commerce website platform, collects the relevant information of online shop operation extensively through multiple channels, visits individual operators who open online shops, conducts in-depth field visits to small e-commerce enterprises, and explores the main factors affecting the profitability of online shops by using content analysis. The research results can help individuals and enterprises engaged in online shop opening to reduce and avoid business risks. First, the analysis of online shop opening status at home and abroad 1. Profitability of online stores In 2006, the number of netizens in China has reached 1.1/billion, and the total number of online stores has exceeded1million. But up to now, about 90% of online stores are still unprofitable, including many large online stores. The profit ratio of foreign online stores is much higher than that of domestic ones. At present, more and more online retail stores have begun to make profits. For example, the proportion of profitable online stores in Sweden has increased from 20% of 1999 to over 58%. At present, 56% of retailers engaged in online sales in the United States are profitable, and the net loss rate of the entire online retail industry is tending to be flat from 15% in 2000. From the operating form of online stores, online retailers operating pure virtual online stores at home and abroad generally lose money, but the situation is improving year by year. From the perspective of online shop management platform, according to a survey on the success rate of online shop opening in the United States, about 80% of profitable online shops open stores with the help of third-party network platforms, and the proportion of independent stores is about 20%[2]. 2. Observation of online shop opening market: The global C2C market as a whole shows a booming trend, and the online shop opening prospect is good. Judging from the ranking of market value of Internet companies in American capital market in early 2005, Yi Bei, as a representative of online shop opening platform, ranked second with a market value of $52 billion, followed by Yahoo and Amazon. EBay has entered 32 countries and regions and become a global online trading market, which is favored by many retailers. The domestic C2C model was originally born out of the foreign e-commerce model, using the large-scale e-commerce platform provided by professional websites to sell their own goods on the network platform for free or at a relatively small cost. According to iResearch's Research Report on Online Auction in China in 2004, the online auction market in China increased by 2 17.8% in 2004 compared with the previous year, and the annual turnover increased from RMB 654,380+007 billion in the previous year to RMB 3.4 billion. It is estimated that the total market size in 2007 will be about 2 10 billion RMB [3]. The groups that open online stores in China are mainly college students, laid-off workers, employees of processing and trading companies, shopkeepers with offline stores and small companies that have just started [4]. Online stores are concentrated in Beijing, Shanghai, Guangzhou, Hangzhou and Nanjing. The living and cultural level is relatively high, and the network construction is relatively perfect. At the same time, it analyzes the influencing factors and successful strategies of e-commerce companies. Chen (Zhejiang Wanli University, Ningbo 3 15 100) Abstract: Based on the extensive collection of online store management information of various types and scales at home and abroad, the content analysis method is used.