But the number of agencies is shrinking, as the big fish commandeer the pond.

"The smaller agencies are fading due to increasing competition," Kwok says. "The remaining agents normally offer premium services and enjoy a stable customer base."

Agents argue they'd remain relevant if Taobao started providing some of their primary functions, such as translation capabilities and payment methods.

A translation feature for most Southeast Asian languages became available on Taobao last fall. (The region incidentally seems to be the area outside mainland China where most international Taobao purchases are made.)

Li believes it's unlikely Taobao will match agents' services in the foreseeable future.

"Overcoming language and payment barriers are only some of many services agencies offer," she says.

And Lai says agencies will react if the site adapts.

"We'd respond to site changes by focusing on strengths in providing more professional and efficient service," Lai says.

"We'd enhance payment options, translation and convenience. We'd also consider promotions and updates. In the future, certified agents may partner with the online platforms to further lower transaction risks and raise overall efficiency."

"Taobao agencies' future lies in operating as a China portal, rather than a simple agency," he says.

erik_nilsson@chinadaily.com.cn