The aim of this chapter is to describe a qualitative study of how e-commerce affects the organisational form and identity of family business in China. This is by integrating a narrative about the development of family business and e-commerce in China with an exploratory analysis of e-commerce adoption by two Chinese family businesses. Institutional theory frames this discussion. Using an inductive methodology, the study suggests that the cases of family businesses that adopt an e-commerce strategy in China illustrate the tensions family businesses face in an emerging economy. These include not only the imperative to manage the challenges stemming from the institutional context, but also those that emerge from within the family business, most notably the generational differences.