Last week, Microsoft (NASDAQ:MSFT) opened its third online store in China.

That's right, it's third online store. 

Even though the company maintains a namesake e-commerce channel and second online store, the Seattle-based company has opened a third one, as it trails Google's Android (NASDAQ:GOOGL) and Apple (NASDAQ:AAPL) in the mobile war.

In the video below, Fool contributor Kevin Chen explains why Microsoft made its latest move and why it didn't go with Dangdang (NYSE:DANG) or Amazon China (NASDAQ:AMZN).